Ed-a-Mamma
Ed-a-Mamma is an Indian sustainable childrenswear brand founded by actor Alia Bhatt in 2020. It makes children's clothing from natural fibres, manufactured in India.
| Founded | 2020 |
|---|---|
| Founder | Alia Bhatt |
| Manufacturing | India |
| Launch partner | FirstCry |
| Website | edamamma.com |
What is Ed-a-Mamma?
Ed-a-Mamma is a childrenswear brand from India founded by actor Alia Bhatt. It launched quietly in October 2020, after plans for a larger launch earlier that year were disrupted by the pandemic. Bhatt has said she wants the brand to stand on its own rather than revolve around her.
Products and positioning
The brand's stated aim is to make ethical clothing affordable. At launch, prices ranged from Rs 349 to Rs 1,499. Its approach to sustainability includes:
- Garments made from natural fibres, including gender-neutral organic cotton t-shirts
- Buttons that are not made of plastic
- Leftover fabric reused for hair ties and potlis
- A seed ball included with each garment for parent and child to plant
Production takes place in India, using specialist factories in Mumbai, Tripura and Kolkata, among others. The brand also planned to turn its clothing into stories and a video series for children.
Distribution
Ed-a-Mamma launched online with Indian baby and kids platform FirstCry and later expanded through its own channels and stores.
Why it matters
Ed-a-Mamma is a prominent example of a celebrity-founded, sustainability-led children's label in India.
Frequently asked questions
Who founded Ed-a-Mamma?
Ed-a-Mamma was founded by Indian actor Alia Bhatt and launched in October 2020.
What does Ed-a-Mamma sell?
Ed-a-Mamma sells children's clothing made from natural fibres, such as organic cotton t-shirts.