Alia Bhatt turns entrepreneur, launches kidswear brand Ed-a-mamma
By Bollywood actor Alia Bhatt has launched her own startup venture in the kidswear category called Ed-a-mamma. The brand sets itself apart from existing players by offering a range of naturally sourced and sustainable apparel for children in the age group of 2-14 years. Bhatt, who has investments in beauty e-tailer Nykaa and fashion styling platform StyleCracker, has fully funded Ed-a-mamma which is being run by a small in-house design, marketing and operations team.
“Unlike the saturated fashion market for women, we have realised there’s a big gap when it comes to a world-class clothing brand for children which is made in India,” said Bhatt in a telephonic interaction with Mint.
“Moreover, I have always felt passionately about the environment and wanted to give back a strong message to conserve it through this brand. So, for instance, we have used organic cotton and non-plastic buttons for the range. We strongly believe in the ‘reduce, reuse and recycle’ proposition and use the leftover fabrics to make hair ties and potlis. Most of our tees come with an environment centric messages printed on it. Every order placed comes with a ‘Seed Ball’ which contains seeds of live plants which motivates young children and their parents to plant trees,” she added.