Alia Bhatt launches her own label of kids’ clothing

Alia Bhatt has launched her own clothing apparel brand for children, Ed-a-Mamma. The self-funded start-up brand caters to children in the age group of 2-14 years. Ed-a-Mamma is a completely home-grown brand, which resonates with the ‘Vocal for Local’ ethos.The maiden run of the brand comes in three collections — Veggie Squad, Friends of the Ocean and Candyland — with apparel for little girls and boys ranging from tops, tees and shirts, skirts, dresses, jumpsuits to bottoms.

Says Alia, “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 or seed bombs that help you grow a garden.”