Myntra launches sustainable kid’s wear brand ‘Ed-a-mamma’

Myntra has launched ‘Ed-a-mamma’, Bollywood actor Alia Bhatt’s sustainable kid’s wear brand on its platform. The brand offers over 200 natural fiber-based t-shirts, tops, shirts, skirts, dresses, etc for both girls and boys. The garments are made with natural dyes and non-plastic buttons. The tags are made from responsibly harvested FSC certified paper, and the nickel free metal trims.

The brand also offers an organic T-shirt range that meets GOTS (Global Organic Textile Standard). Each product is delivered to the customer along with a pouch, referred to as a ‘potli’ made from fabric scraps, in which there are seeds that children can choose to plant.

Kid’s wear is one of the highest growing segments on Myntra, registering over 2X growth from the previous year. The e-commerce platform houses over 1lakh kid’s wear styles from over 250 leading brands. The launch of ‘Toys’ last year, has further enhanced the attractiveness of the category on Myntra, making it a one-stop-shop for a variety of needs in the segment.