Bollywood sought-after actress Alia Bhatt is all set to start a kids clothing line “Ed-a-mamma”. The brand offers a range of naturally sourced and sustainable kidswear outfits in the age group of 2 to 14 years. The actress invested in beauty e-tailer Nykaa and fashion styling platform StyleCracker, has fully funded Ed-e-mamma which is being run by a small in-house design, marketing, and operations team.
The actress, Alia Bhatt recently interacted on the telephone with Mint and said, “Unlike the saturated fashion market for women, we have realized there’s a big gap when it comes to a world-class clothing brand for children which is made in India…”
Currently, the brand is available on the online Babycare store “FirstCry” range starts from ₹350. It is planned to be launched on multi-brand e-tailers including Amazon and Flipkart at the beginning of 2021. The company will launch an e-commerce website in the month of April 2021.