Actor Alia Bhatt’s eco-friendly kidswear brand, Ed-a-Mamma, is stepping into new territory with a fresh range of planet-friendly toys and accessories for children. Known for its sustainable and imaginative products, the brand is now bringing plush toys, sling bags, hair accessories, and more to the market, all designed to spark creativity and nurture a love for the planet.
Alia Bhatt shared her vision behind this expansion, saying, “At Ed-a-Mamma, we’ve always aimed to blend creativity, sustainability, and storytelling. This new collection is a natural step forward. It’s about inspiring young minds while teaching them to care for the planet.”
What’s new?
- Eco-friendly toys: Made from upcycled fabrics and recycled PET bottles.
- Handcrafted accessories: Hair accessories crafted by women artisans from the NGO Kalaa Sakhi.
- Stylish sling bags: Designed using natural kauna grass.
The collection aims to reflect Ed-a-Mamma’s commitment to sustainability, with thoughtful packaging and materials that reduce environmental impact. As per the company, each product also stays true to the brand’s playful and creative storytelling ethos.
Pocket-friendly and perfect for gifts
The new products are priced between Rs 599 and Rs 3,999, catering to parents looking for meaningful and eco-conscious gifts for their kids.
A brand that cares?
Since its inception, Ed-a-Mamma has been about more than just kidswear. The brand, now part of Reliance Brands Limited, has expanded into maternity wear, nursing wear, and infant clothing. Every product is crafted with natural fabrics, plastic-free trims, and even fun, reusable tags. Its kidswear range famously includes a potli with seed balls, encouraging families to plant trees together.
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