Bollywood actor Alia Bhatt has announced the launch of her startup, Ed-a-mamma, a conscious clothing line for kids in the age group of 2-14. She had earlier invested in e-commerce firm Nykaa, and fashion styling platform Stylecracker. With Ed-a-mamma, she is donning the hat of an entrepreneur for the first time.
What sets the clothing line apart is its focus on sustainability. Her Instagram post reads, “It's made from natural fabrics, with nature themes. And each garment comes with a seedball that takes kids (and parents) back to nature.”
The tags on clothes can also be used as bookmarks, while the buttons that are used are not made of plastic, unlike for other apparels. The leftover fabric can also be turned into hair ties and potlis to ensure no wastage.
Her Instagram post adds that she is completely aligned with the ‘vocal for local’ and ‘Atmanirbhar Bharat’ movement. “When I say homegrown, I mean we literally started in my home, till we grew to a point where we had to get an office, a warehouse and so on,” says Alia.
The brand is currently available on online babycare store FirstCry, with the range starting at Rs 350. Alia has plans to launch it on multi-brand e-commerce platforms like Amazon and Flipkart by early next year. In April 2021, Ed-a-mamma will also launch its own e-commerce website.
Also Read: Alia Bhatt: Stardom and Beyond
Need for sustainable kids’ apparel
The kidswear apparel market has great potential, and several untapped opportunities. The market in India reached a value of $14.9 billion in 2019, and there are 375 million individuals who are below the age of 15 years, reports market intelligence firm IMARC.
There is a huge challenge in the case of kidswear. Most parents have to buy clothes every year, as their children turn older. This leads to substantial wastage, which is a problem that Ed-a-mamma aims to resolve.
On a global level, sustainable apparel has made the right noise, especially in the last few years. Unfortunately, the offerings were only limited to women. With Ed-a-mamma, this void is likely to be filled.
(Edited by Athira Nair)