Alia Bhatt Launches “Ed-a-Mamma”, A Self-Funded Clothing Line For Kids

Alia Bhatt, one of the most renowned names in the acting industry, is an actress, an investor, a singer and now she has turned into an entrepreneur proving her skills to be no less than a multi-talented person.

Alia Bhatt has recently launched a clothing line for kids that will be conscious towards sustainability and environmental friendly nature.

The clothes that will be launched from Alia Bhatt’s clothing line, called Ed-a-Mamma, will be purely focused on fibers and fabric which are gentle on the skin, and the trims and the buttons will be plastic free.

Alia Bhatt has invested in cosmetic platform Nykaa and now she will be self-funding her clothing line.

The brand is focused on stitching clothes for children between the ages 2 to 14.

The brand is dedicated towards cutting down the waste produced during the making of the clothes and that the leftovers will be used in hair ties and potlis (Bags).

 

What Is So Special About This Brand?

Alia Bhatt’s lead Ed-a-Mamma will be the brand that is trying to coexist with nature’s smallest details. The availability of their products will be free from synthetic and plastic buttons.

The company has come up with the idea of seed balls. These small seed balls contain seeds of a live plant which will motivate the youngest once to plant a tree and be close to nature at an early age.

The brand has strongly focused on the “Reduce, Reuse and Recycle” proposition and will hence be a great start to coexist with nature.

The company is working on more demanding products like accessories, footwear, and toys for the young ones since the company has cleared around 70% of its stock since its launch.

Focusing on the choice of mothers, a sustainable kid’s wear under a good category is a difficult choice.

The company has therefore privately focused on catching the eyes of the audience with purchasing power and considering those customers who are not involved in buying sustainable clothing items.

Where Will These “Close To Nature” Clothes Be Available?

These clothes will be available on the online baby care store Firstcry.com. The brand is building its presence in the market and expecting its launch on E-Commerce Giants like Flipkart and Amazon by next year most probably.

The expected range of the clothing will start at ₹350 and the company is dedicated to launching their e-commerce website soon in April 2021.

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Kritika
Student with ambitions, writer with ideas.