New Delhi: Bollywood actress Alia Bhatt is now an entrepreneur, having launched her own kids wear brand, Ed-a-mamma.
It offers a wide range of “naturally sourced and sustainable apparel” for children in the age group of 2-14 years.
In a telephonic interview with Mint, Alia said: “Unlike the saturated fashion market for women, we have realised there’s a big gap when it comes to a world-class clothing brand for children which is made in India.”
“Moreover, I have always felt passionately about the environment and wanted to give back a strong message to conserve it through this brand. So, for instance, we have used organic cotton and non-plastic buttons for the range. We strongly believe in the ‘reduce, reuse and recycle’ proposition and use the leftover fabrics to make hair ties and potlis. Most of our tees come with an environment-centric messages printed on it. Every order placed comes with a ‘Seed Ball’ which contains seeds of live plants which motivates young children and their parents to plant trees,” added the young entrepreneur.
Ed-a-mamma kids wear, with a starting price of Rs 350, is available on FirstCry.com.
“We have ensured that ethical clothing shouldn’t be a far-fetched thought. Customers can buy good quality clothes at an affordable price. The customer response to the brand has been a testimony to that. Nearly 70% of our range has already been sold out since the launch six weeks ago. It’s reassuring that the product can sell on its own and as the demand increases, we will look into other verticals such as accessories, footwear and toys,” said Alia.