Bollywood actor Alia Bhatt has launched her own startup venture in the kidswear category called Ed-a-mamma. 

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.

About Start-up

Ed-a-mamma is Bhatt’s own venture and distinct from other celebrity clothing labels that are co-created with a revenue sharing model.

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.

Place of launch

The brand is currently available on online babycare store FirstCry with the range starting at ₹350.

It is expected to be launched on multi-brand etailers such as Amazon and Flipkart early next year.

The company will launch a dedicated e-commerce website which will be unveiled in April 2021.

kidswear market in India

The kidswear apparel market in India reached a value of $14.9 billion in 2019.

Currently, around 375 million individuals are below the age of 15 years in the country representing a huge consumer base for the kid’s apparel market as per a report by market intelligence firm IMARC.

Conversation with Mint

“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.”

“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”, Mint had a telephonic conversation with actor.

Comment from Actor

“We have ensured that ethical clothing shouldn’t be a farfetched thought.”

“Customers can buy good quality clothes at an affordable price.”

“The customer response to the brand has been a testimony to that.”

“Nearly 70% of our range has already been sold out since the launch six weeks ago.”

“It’s reassuring that the product can sell on its own and as the demand increases we will look into other verticals such as accessories, footwear and toys.”

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