Indian film actor Alia Bhatt launched her own conscious clothing apparel brand for children, Ed-a-Ma


Indian film actor Alia Bhatt launched her own conscious clothing apparel brand for children, Ed-a-Mamma. The brand caters to children aged two to 14. The homegrown brand is currently available on the Ecommerce platform Firstcry, and has sold 70 percent of its first season's collection in 6 weeks of launch.


Curently having only 3 collections, Veggie Squad, Friends of the Ocean, and Candyland, with apparel for little girls. The products are all environmentally friendly and are made of natural fibres. The buttons and trims too are plastic free. Ed-a-Mamma also makes use of leftover fabric to make hair ties and potlis.


"This is a time of great uncertainty for the whole world. The universe is sending us a message: that if we mess with nature, there is a price we all have to pay. If there is a way when we can coexist with nature, include a way to care for nature in everything we do, it would go a long, long way. I’ve tried doing this with a universe of products for children." said Alia Bhatt

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