Alia Bhatt Turns Entrepreneur, Launches Sustainable Kidswear Brand Ed-a-Mamma

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Actor Alia Bhatt, after investing in a few startups, has started an online clothing brand for kids called Ed-a-Mamma. Venturing into sustainable fashion, this kidswear brand offers a range of naturally sourced clothes for children in the age group of 2-14 years. Bhatt is known to have previously invested in beauty e-commerce platform Nykaa and fashion styling platform StyleCracker.

Taking to her Twitter account today Bhatt shared the news about her new venture:

On Instagram, she shared a couple of pictures giving a peak into the merchandise on offer on Ed-a-Mamma. Bhatt wrote in her post, “It’s made from natural fabrics. With nature themes.” She further claimed that “each garment comes with a seedball that takes kids (and parents) back to nature.”

Bhatt told Mint that she “felt passionately about the environment and wanted to give back a strong message to conserve it through this brand.” Bhatt’s aim was to cut down on waste and that’s why they have “used organic cotton and non-plastic buttons for the range.”

Check out one of her recent posts here:


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A post shared by Alia Bhatt ☀️ (@aliaabhatt)

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“We strongly believe in the ‘reduce, reuse and recycle’ proposition and use the leftover fabrics to make hair ties and potlis,” she said about her self-funded startup.

Earlier this year, in a conversation with Economic Times, Bhatt revealed that her first investment was in a fashion startup in 2017. On whether money can or can’t buy happiness, she said, “Yeah it can’t buy happiness. But it can take you places.”  She further added, “I don’t mean metaphorically, I mean physically. Travel is the best form of luxury. It makes you feel so small.” She also added, “The world is so much bigger. It opens up your perspective.” Read more about it here.

Feature Image Credit: Dailyhunt

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