Alia Bhatt’s Sustainable Kidswear Brand Ed-a-Mamma valued at Rs150 cr

Celebrated actor 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 inner wear 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.

Ed-a-Mamma's Founder Alia Bhatt said : “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.”