Alia Bhatt dons the entrepreneur hat — launches a conscious clothing line for kids

• Actress, investor, and now an entrepreneur, Alia Bhatt has launched a conscious clothing line for kids called Ed-a-Mamma.
• The clothing line’s focus is on sustainability, the clothes will be environmentally friendly and will be made from natural fibres with plastic free buttons and trims.
• Ed-a-Mamma is currently self-funded by Bhatt, who had also recently invested in beauty e-commerce platform Nykaa.

Actress, investor, and now an entrepreneur, Alia Bhatt has launched a conscious clothing line for kids called Ed-a-Mamma.

The focus of the clothing line is on sustainability as the clothes will be environmentally friendly and will be made from natural fibres with plastic free buttons and trims. The brand will make clothes for children between the ages of 2 to 14.

In an effort to cut down on waste, the brand said that leftover clothing would be used to make hair ties and potlis (bags).

“This is a time of great uncertainty for the whole world. The universe is sending us a message: that if we mess with nature, there is a price we all have to pay. If there is a way when we can coexist with nature, include a way to care for nature in everything we do, it would go a long, long way. I’ve tried doing this with a universe of products for children. Every detail does its bit for mother nature. Be it non-synthetic garments, buttons that don’t use plastic, seed bombs that help you grow a garden. Why children’s products? To catch them young and create a love for nature at an early age,” said Bhatt in a statement.

Bhatt’s clothing line will be available on firstcry.com and claims that the first season’s collection is almost sold out – with 70% of the clothes bought already.

Ed-a-Mamma is currently self-funded by Bhatt, who had also recently invested in beauty e-commerce platform Nykaa.

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