Alia Bhatt launches kidswear startup Ed-a-mamma

Startups < Updated On: 30 November 2020 02:00 PM IST

Bollywood actor Alia Bhatt has added a new startup in her portfolio after investing in Nykaa and StyleCraker. She has launched her own startup known as Ed-a-mamma for kids apparels. The startup focuses on kidswear for children in the age group of 2-14 years.

Presently, the brand is available on FirstCry, the babycare store. Its launch on Amazon and Flipkart is expected by early next year while the company is planning to come out with its own website by April 2021.

Ed-a-mamma is Bhatt’s own enterprise unlike the business model of other celebrities that work on revenue sharing model or are co-founded.

Bhatt told media, “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.”

She also said that the company firmly believes in sustainability and has used only organic cotton and non-plastic buttons for the clothes. "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 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."

The startup claims to have sold 70 per cent of the clothes range since its launch six weeks ago.

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