Alia Bhatt is an actress who always manages to win our hearts with her performances each time. But this is not just on-screen, but off screen as well. Yes, the actress has, time and again supported the right causes, especially when it comes to the environment, conservation and animals. She has now channelled that philosophy into her own homegrown clothing brand for kids called ‘Ed-A-Mamma’ which resonates with the ‘Vocal for Local’ ethos that is driving business in India now.
The self-funded start-up brand caters to children in the age group of 2-14 years. The brand is hinged on storytelling and focuses on creating a conversation among its target audience — children — about adopting environment first practices, inculcating good habits, showing kindness towards animals and making better choices among other things.
Speaking about her brand and initiative, Alia says:
This is a time of great uncertainty for the whole world. The universe is sending us a message: that if we mess with nature, there is a price we all have to pay. If there is a way when we can coexist with nature, include a way to care for nature in everything we do, it would go a long, long way. I’ve tried doing this with a universe of products for children. Every detail does its bit for mother nature. Be it non-synthetic garments, buttons that don’t use plastic, seed bombs that help you grow a garden. Why children’s products? To catch them young.
Each collection in Ed-A-Mamma is said to feature a signature print. All the clothes are environment friendly, made from natural fibres with plastic free buttons and trims. The brand even uses the leftover fabric to make hair ties and little potlis. Currently available on firstcry.com, the brand has sold nearly 70% of its first season’s collection within six weeks of launch. Isn’t that so cool?
Alia shared videos introducing her brand and it’s story and it was all kinds of lovely! Watch it here: