Celebrated actor, philanthropist, and investor, Alia Bhatt takes her conscious clothing brand for children, Ed-a-Mamma to a record 10X growth in 10 months as it launches its first edition of the Autumn-Winter line. Consistently ranked as one of the top 3 brands on Myntra, in the kidswear category, within 3 months of launch on the platform. Bhatt’s Ed-a-Mamma has also been prolifically distributed in the top 6 digital marketplaces and retails on the brand’s website www.edamamma.com
The brand has launched its Autumn-Winter 2021 line with an amazing repertoire of winter wear – including 100% cotton sweaters, green denims, and a very wearable festive collection. It will soon announce the launch of innerwear and sleepwear for kids before the season is out, marking a 100% increase in the number of categories since inception.
Ed-a-Mamma caters to children in the age group of 2-14 years. Ed-a-Mamma is completely homegrown which reflects its ‘Vocal for Local’ ethos, and has the vision of changing the world one garment at a time. Alia Bhatt has expressed on numerous occasions how the brand seeks to nurture a love of nature among children through its choice of themes, fabrics, and ethos.
Operating on an exclusively D2C business model, the brand which launched with 150 styles in October 2020, now has 800 options live on its website.
While the business is entirely self-funded, investors in a Series A round are valuing the company at Rs. 150 crore, which sets a new benchmark for children’s clothing in India.
Speaking about the growth that the brand has marked, Alia Bhatt, Founder, Ed-a-Mamma, states, “I am still learning about business, but I am so, so proud of what we have achieved in one year. It’s almost unreal. What started out as a small dream is now on its way to becoming a 150cr business. I’m absolutely thrilled with our new launches – all credit to my formidable team. Our next focus is to ramp up production and bring our consumers a bigger, even better spring-summer collection next year.”
While all the products are made with completely natural fibres, Ed-a-Mamma has garnered trust by acquiring SEDEX (global certification for ethical trade), Green Denim Certifications through Zero Liquid Discharge (ZLD certification), organic clothing through GOTS (Global Organic Textile Standard) certification and is a completely vegan compliant brand.
Sustainable clothing for children at an affordable price point will continue to be the cornerstone of the brand, while driving the overall brand goal, to get children and their parents to love, and look after their planet.