New Delhi: Alia Bhatt is ready to introduce the latest line of infant clothing for her brand Ed-a-Mamma. An investor and founder who encourages children and their mothers to make the environment a priority, Batt feels that the environment has always been a top priority for her and that a healthy planet is thanks to our children.
The actress tells IANSlife how the brand is getting closer to its goal of changing the world, one garment at a time.
What inspired you to launch your babywear collection? Why didn’t you launch it sooner when the brand was first established?
The brand was launched with the vision to create an inclusive world of Ed-a-Mamma with earth-friendly products for all ages. Our first product is his Ed-a-Mamma clothing that we launched during the pandemic. Our strategy was to launch in April 2020, but then lockdown was announced and the earliest we could launch was he in October. Despite the wrong release date, parents were very pleased. And the encouraging response to our product and its positioning helped convince us that we were on the right track.
Maternity (wear) was born out of personal needs. I struggled to find good maternity wear in India and realized the wardrobe gap mirrored the gap in the market. After the immense love Ed-a-Mamma got with her first maternity and nursing collections, toddler clothing felt like a natural next step. Again, the decision to launch this collection was a very personal one.
As young mothers, we want to give our children the very best. And we are so happy to share with you in my quest to find the best possible clothes for my baby. And there’s no better time to start than when your children are young and sowing the seeds for a better planet.
What is the difference between the company’s new line and other brands?
Our brand is inclusive in every sense. Talk about using natural and fully biodegradable fabrics. All garments are pre-washed and tested to ensure they are pH safe for babies.Ed-a-Mamma prioritizes state-of-the-art manufacturing techniques that ensure comfort and care . The brand uses only AZO-free dyes that are safe for children, along with plastic- and nickel-free buttons and trim.
What about the fabrics used to make the clothes? What difficulties did you encounter?
The girls and boys toddler clothing range is 100% cotton and the unisex range is made from 100% GOTS certified organic cotton, a premium line with minimal graphic treatments and garment detailing. Sourcing the right fabrics is never difficult, but maintaining top quality at these affordable prices is.
Tell us a little more about the three themes Jungle Joy, Cute-a-saunas, and Woodland Wonders.
Our first toddler clothing collection is inspired by nature. Jungle Joy is an outdoor adventure exploring all of nature. Cute-a-Sauras is dinosaur themed and features playful and happy prints. Woodland Wonders is a personal favorite and features adorable animal graphics.
What do you think about offline space? Want to expand across India?
The brand is currently sold in 22 lifestyle outlets, across India and is also available in Azorte. But hopefully, we will be able to launch a limited store later this year. This is where children and their parents can truly experience the world of his Ed-a-Mamma.Yes, and after success in India, the brand plans to expand its operations beyond India from the Middle East, It will be available within the next 6 months.
What did you learn or what inspired you when creating your lines?
I work in design and communication to ensure that the brand narrative is truly maintained across categories.Both maternity and babywear are very personal to me.
The former came out of a crevice in my personal wardrobe. Then I realized I needed comfortable yet functional nursing clothes. This was what consumers emphasized. That’s why I launched a line of nursing clothes a few months later.
As a young mother, I always want the best and safest for my baby. Like our other products, this line is baby and planet friendly. The environment has always been of great concern to me, and as a mother, I am even more mindful of my duty to give my children a healthy planet.
