Mumbai: Ed-a-Mamma, the purpose-driven children’s lifestyle brand founded by Alia Bhatt, has entered the baby and kids’ personal care segment with the launch of its new range, ‘Your Baby Safe’, supported by a touching campaign film that reinforces the brand’s philosophy of safety, trust and gentle care.
Unveiled at a launch event at Jio World Drive, Mumbai, the digital video commercial (DVC) is rooted in the universal insight that every parent wants to keep their child safe. The film captures quiet, everyday moments — from checking a bottle’s temperature to bedtime routines — reminding parents that real safety lies in mindful, gentle choices.
The launch event featured a life-sized product installation and pop-up, followed by the premiere of the DVC and a panel discussion moderated by Alia Bhatt alongside paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah and parent influencers Durjoy Datta and Avantika Mohan. The discussion centred on baby safety, formulation trust, label literacy and conscious parenting — key pillars of Ed-a-Mamma’s new category expansion.
The newly launched range includes essential baby-care products such as head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes and laundry care solutions. All products are dermatologically tested, hypoallergenic and paediatrician-recommended, made using natural, plant-derived actives. They are also vegan, cruelty-free and free from parabens, sulphates, talc, mineral oils and harsh chemicals.
Speaking about the launch and the brand film, Alia Bhatt, Founder, Ed-a-Mamma, said, “The idea really comes from a very simple truth – when you’re a parent, everything becomes emotional, and you do tend to overthink. Every small decision, every little doubt is about keeping your child safe. This film reflects that quiet inner conversation parents are always having, along with those everyday moments that may seem ordinary but actually mean so much. Everything from the visuals to the background track echoes the love and care behind the choices we make for our children.”
Staying aligned with its planet-first philosophy, Ed-a-Mamma follows a plastic-positive approach. For every bottle, pump or box purchased, 0.5 kg of plastic is prevented from entering nature and landfills through supported waste recovery initiatives across India. These programmes not only focus on plastic recovery but also enable safe and dignified livelihoods for waste workers, reinforcing the brand’s belief in responsible consumption.
She further added, “The baby care range is a natural extension of what we’ve always believed in as a brand. We have worked closely with experts to create products that are safe, gentle, transparent and designed for daily use, because care shouldn’t feel complicated. This range is our way of supporting parents with choices they can trust, right from the beginning.”
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