Alia Bhatt launches a Conscious Clothing Line for Kids – Ed-a-Mamma

The kidswear line’s core focus is on sustainability, and the clothes will be environmentally friendly, that is, made from natural fibers with plastic-free buttons and trims.

December 04, 2020

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The newly launched clothing line is wholly sustainable and it is currently self-funded by the actress.

Actress Alia Bhatt has now turned an entrepreneur by launching a sustainable and conscious clothing line for children, called Ed-a-Mamma. The brand has a range of kidswear for children between the ages of 2 to 14.

In an effort to reduce wastage of cloth, the brand asserts that leftover clothing would be used to make hair ties and potlis (bags).

Alia Bhatt said in a statement that “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. Every detail does its bit for mother nature. Be it non-synthetic garments, buttons that don’t use plastic, seed bombs that help you grow a garden. Why children’s products? To catch them young and create a love for nature at an early age.”

The clothing line will be available on FirstCry and the first season’s collection is almost sold out – with 70% of the clothes being bought already. The products are priced in the range of Rs 349 to Rs 1,499, and the organic t-shirt range starts at Rs 799.

Ed-a-Mamma is currently self-funded by Bhatt, who had also recently invested in beauty e-commerce platform Nykaa.

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