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Alia Bhatt's Clothing Brand Ed-a-Mamma Launches Nature-Inspired Infants' Wear

The new infant collection is said to be lightweight, soft and breathable casuals and has a range of boys, girls and unisex wear

Alia Bhatt's Clothing Brand Ed-a-Mamma Launches Nature-Inspired Infants' Wear
Alia Bhatt - Bollywood Actor, Founder and Investor Ed-a-Mamma
POSTED ON February 16, 2023 4:28 PM

Bollywood actor and investor Alia Bhatt’s brand, Ed-a- Mamma has launched a new infant collection focusing on the age group of 0-3 years. Through this new launch, the brand aims to take one step closer to building an ‘Ed-a-Mamma’ world, where children (and their mommies) grow up putting the planet first. 

Ed-a-Mamma has had four new launches in the past four months - with maternity wear, Ed-heads (the teen collection), maternity-nursing wear and the most recent baby wear.

The Ed-a-Mamma's new collection has introduced three themes, i.e. jungle joy, cute-a-sauras and woodland wonders.

The collection revolves around the joy and innocence with which babies look at the world, the hand-drawn doodles from the plant and animal kingdom feature prominently and bring the themes alive, the company stated.

The new infant collection is said to be lightweight, soft and breathable casuals and has a range of boys, girls and unisex wear. The collection includes sets as well as standalone pieces such as t-shirts, denims, dresses with bloomers, expandable bodysuits, sleep suits, caps, booties and bibs amongst others.

“The decision to launch Infants was a deeply personal one. As a young mother, we want to give our children, the best of everything. And so, on my quest to find the best possible clothes for my baby, we embarked on the journey to create this infant wear line, which I am so happy to share with you. Cute and Comfortable, this new line is approved by nature, and by the lil beans themselves,” said Alia Bhatt. 

The boys' and girls' ranges are said to be 100 per cent cotton and the unisex range is 100 per cent GOTS-certified organic cotton. The graphic treatment and garment details are reportedly minimal. 

Ed-a-Mamma’s production facilities are SEDEX (Supplier Ethical Data Exchange) certified and the brand uses Azo-free dyes that are safe for kids in addition to buttons and trims that are plastic and nickel free. 

“We pride ourselves on having our ear to the ground and are in tune with what Mammas and their lil (little) beans need and want. With the launch of Ed-a-Mamma’s Baby Wear, we offer parents expanded product options through a curated line from newborns through toddlers. Staying true to the brand’s commitment to responsible sourcing, the entire collection is carefully crafted to provide parents with supreme quality and great designs that are also easy on their pocket,” observed Iffat Haider Jivan, business head of Ed-a-Mamma.

The new product line is priced at Rs 499 onwards and the collection is available for purchase on the company's website and other online platforms like Myntra, Tata Cliq, Ajio and FirstCry. The collection will also be launching in the offline space soon exclusively in Azorte.

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