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Alia Bhatt’s Kidswear Label Ed-a-Mamma Clocks 10x Growth, Becomes INR 150 crore Business

Ed-a-Mamma has launched its Autumn-Winter 2021 line including – 100 percent cotton sweaters, green denims and is going to launch innerwear and sleepwear for kids very soon, marking a 100 percent increase in the number of categories.

November 08, 2021

Ed-a-Mamma

Actor and investor, Alia Bhatt-owned Ed-a-Mamma has registered a 10X growth in the past ten months. The sustainable clothing brand has been consistently ranked as one of the top three brands on Myntra in the kidswear category.

As reported in a leading daily, the kidswear brand has launched its Autumn-Winter 2021 line including – 100 percent cotton sweaters, green denims, and a very wearable festive collection. Also, the label is going to launch innerwear and sleepwear for kids very soon, marking a 100 percent increase in the number of categories since its start.

Ed-a-Mamma, catering to children in the age group of 2-14, is an entirely homegrown business that reflects its ‘Vocal for Local’ sentiment. Though the brand is wholly self-funded, investors in a Series A round are valuing the company at INR 150 crore, which marks a new milestone for children’s clothing in the country.

Speaking about the growth that the brand has achieved, Alia Bhatt, Founder, Ed-a-Mamma, states, “I am still learning about business, but I am so, so proud of what we have achieved in one year. It’s almost unreal. What started out as a small dream is now on its way to becoming a Rs 150 cr business. I’m absolutely thrilled with our new launches – all credit to my formidable team. Our next focus is to ramp up production and bring our consumers a bigger, even better spring-summer collection next year.”

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

Ed-a-Mamma has acquired a number of certifications for its products such as SEDEX (global certification for ethical trade), Green Denim Certifications through Zero Liquid Discharge (ZLD certification), organic clothing through GOTS (Global Organic Textile Standard) certification and is a completely vegan-compliant brand.

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