Actor Alia Bhatt Turns Entrepreneur, Launches Kidswear Startup Ed-a-Mamma

• Alia Bhatt has launched her own startup venture in the clothing segment called Ed-a-Mamma.
• The startup will offer clothes for children in the age group 2-14 years.

Bollywood actress Alia Bhatt has launched her own kids-wear startup called Ed-a-Mamma. The new startup venture will offer naturally sourced and sustainable clothes for children in the age group of 2-14 years.

Ed-a-Mamma is currently selling its products on the baby care e-commerce platform FirstCry with clothes ranging between Rs 350-2000.

According to the reports, Within six weeks of its launch, it has sold over 70% of its season collection clothes. The startup is self-funded by Alia Bhatt.

Currently, the brand is available on the babycare store FirstCry. It is expected to be launched on Flipkart and Amazon in the upcoming months. The startup also plans to launch its dedicated e-commerce store in April 2021.

Last month, Alia Bhatt had invested an undisclosed amount in beauty products store Nykaa. That investment came just after Katrina Kaif's investment in Nykaa. Katrina Kaif had launched her own beauty line 'Kay Beauty' last year on the platform.

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Commenting on the launch, Alia Bhatt, said, "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."

According to the press statement, Ed-a-Mamma currently has three collections -- Veggie Squad, Friends of the Ocean, and Candyland, with apparel for little girls and boys ranging from tops, tees and shirts, skirts, dresses, jumpsuits, and bottoms.

Ed-a-Mamma will offer environment-friendly products made from natural fabrics with natural themes. The buttons and trims are too plastic-free and will also make use of leftover fabric to make hair ties and potlis, said the press statement.

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