Bollywood actress Alia Bhatt after investing in Nykaa and StyleCracker is now into children’s clothing. The Kalank star has launched a startup called Ed-a-mamma which caters to the kidswear category. It offers sustainable clothes for children in the age group of 2-14 years. Ed-a-Mamma is Bhatt’s own venture which is fully funded by her.
Alia took to Twitter and announced her new venture,
At present, the brand is available on an online babycare store FirstCry. It is expected to be launched on Amazon and Flipkart soon. A dedicated e-commerce website for the brand will be launched in April next year.
In an interview to Mint Alia Bhatt said, “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. 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 company claims to have sold 70% of the range since the launch six weeks ago.
On the work front, Alia will be seen in Brahmastra, Gangubai Kathiawadi and RRR.
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