Alia Bhatt for her brand 'Ed-a-Mamma' kidwear brand expands range

 30th October 2021, Mumbai:

For autumn/winter children’s clothing brand Ed-a-Mamma has 100 percent cotton sweaters, green denim, and a very wearable festive collection.

It will soon announce the launch of innerwear and sleepwear for children before the season is out.

This brand is run by star Alia Bhatt and is less than a year old. Ed-a-Mamma caters to children in the age group of 2 to 14 years and 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 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 crores, which sets a new benchmark for children’s clothing in India. The next focus is to ramp up production and bring consumers a bigger, even better spring/summer collection next year.

The products are made with completely natural fibers. This is a completely vegan-compliant brand.

Sustainable clothing for children at an affordable price point will continue to be the cornerstone of the brand, while driving the overall brand goal, to get children and their parents to love and look after their planet.

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