Alia Bhatt has been a familiar face in the public eye for nearly a decade as an actor, but her journey extends far beyond films. In recent years, she has stepped into the world of business—investing in startups like StyleCracker and even fashion retailer Nykaa. Her entrepreneurial leap truly took shape with the launch of Ed-a-Mamma, her sustainable children’s wear brand.
The brand made a quiet debut on FirstCry in October. Speaking to YourStory about why she decided to start her own venture, Alia shared that she always had the urge to build something of her own. “When you become semi-successful, you start thinking of creating something you can call yours. I was drawn to fashion, but the segment for 25 to 45-year-olds was already oversaturated,” she explained.
The Story Behind Ed and His Mamma
Ed-a-Mamma began as a storytelling idea. Alia wanted to create a world around a little dog named Ed and his mamma—a young girl who embark on adventures to save the planet from ecological harm. Through these stories, she hoped to cultivate a love for nature in children.
That idea eventually grew into a full-fledged kidswear brand rooted in sustainability. Launched in 2020, Ed-a-Mamma uses natural fabrics, avoids plastic trims, and promotes eco-conscious values through every product. Over time, it has expanded beyond clothing to a lifestyle ecosystem that includes toys, books, and accessories.
What Makes Ed-a-Mamma Unique
1. Sustainable Materials
The brand uses natural and organic cotton, steering clear of plastic buttons and trims.
2. Eco-Friendly Practices
Leftover fabrics are repurposed into accessories like hair ties. Even the product tags are reusable—as bookmarks.
3. Encouraging Kids to Love Nature
Each garment comes with a seed-ball kit, inspiring children to plant and nurture something of their own.
4. Diverse Product Range
Ed-a-Mamma now offers clothing for ages 0–14, as well as maternity and nursing wear, toys (including plush characters and wooden dolls), room décor, and lifestyle products like bags and bedding.
5. Storytelling Meets Fashion
Many themes and characters connect back to Alia’s children’s book Ed Finds A Home, anchoring the brand in imagination and environmental awareness.
6. Retail Growth
From online platforms in India and the US to physical stores in cities like Bengaluru and Noida, the brand continues to expand its footprint.