Alia Bhatt, actor, philanthropist, and investor, pushes her conscious children’s apparel brand, Ed-a-Mamma, to a record 10X growth in 10 months as it unveils its first edition of the Autumn Winter range. Within three months of launching on Myntra, we were consistently placed as one of the top three brands in the kidswear category. Bhatt’s Ed-a-Mamma has also been widely distributed inside the top six distribution channels and is available for purchase on the company’s site. The business has unveiled their Autumn-Winter 2021 collection, which includes an incredible array of winter attire, such as 100 percent cotton sweaters, green denim, and a highly fashionable festive selection. It will soon announce the release of inner wear and sleepwear for children before the end of the season, representing a 100 percent growth in the number of categories since its inception. Ed-a-Mamma serves children aged 2 to 14 years old. Ed-a-Mamma is entirely homegrown, reflecting its concept of ‘Vocal for Local,’ and has the ambition of improving the world one garment at a time. Alia Bhatt has stated on multiple occasions that the brand’s choice of themes, textiles, and ethos aims to instil a love of nature in youngsters. The brand, which debuted with 150 styles in October 2020 and now has 800 possibilities available on its site, operates solely on a direct-to-consumer business strategy.
While the company is fully self-funded, investors in a Series A round valued it at Rs. 150 crore, setting a new standard for children’s clothes in India. Speaking of the brand’s growth, Alia Bhatt, Founder of Ed-a-Mamma, says, “I am still learning about business, but I am so, so happy of what we have accomplished in one year.” It’s nearly unbelievable. What began as a simple idea is now on its way to become a Rs 150 crore enterprise. I’m overjoyed with our new launches, which I attribute entirely to my outstanding staff. Our next priority is to boost output and provide our customers with a larger, even better spring/summer assortment next year.”
While the company is fully self-funded, investors in a Series A round valued it at Rs. 150 crore, setting a new standard for children’s clothes in India. Speaking of the brand’s growth, Alia Bhatt, Founder of Ed-a-Mamma, says, “I am still learning about business, but I am so, so happy of what we have accomplished in one year.” It’s nearly unbelievable. What began as a simple idea is now on its way to become a Rs 150 crore enterprise. I’m overjoyed with our new launches, which I attribute entirely to my outstanding staff. Our next priority is to boost output and provide our customers with a larger, even better spring/summer assortment next year.”
While all of the items are manufactured from natural materials, Ed-a-Mamma has earned trust by obtaining SEDEX (global certification for ethical trade), Green Denim Certifications through Zero Liquid Discharge (ZLD certification), sustainably grown garments through GOTS (Global Organic Textile Standard) certification, and being a completely vegan compliant brand.
Sustainable clothes for children at an affordable price range will remain the brand’s foundation, driving the overarching brand mission of getting children and their parents to care and love for their world.
Sustainable clothes for children at an affordable price range will remain the brand’s foundation, driving the overarching brand mission of getting children and their parents to care and love for their world.
