Alia Bhatt’s sustainable apparel brand featuring children and maternity clothing has launched its second physical store in Noida’s DLF Mall now.
The new store launch comes as a significant step showcasing the brand’s growing influence over the apparel market and increasing demand. Ed-a-Mamma is an eco-conscious clothing brand that uses non-toxic dyes and biodegradable fabrics like AZO-free dyes to ensure safe clothing for children and pregnant women. The company also opts for organic materials like GOTS-certified cotton further solidifying their claims for adopting a sustainable path forward.
The brand was started back in 2020 while the actress was experiencing her first maternity phase. The actress has emphasized the brand’s mission to support sustainable fashion choices to curb climate risks and promoting comfortable clothing options.
It features clothing for children up to 14 years of age group with an array of clothing options including dresses, shorts, tees, shirts, jumpsuits, joggers, and trousers. The brand currently operates on a direct-to-consumer (D2C) model with the clothing collections available at their online websites, e-commerce platforms and offline retail stores.
The brand’s commitment to sustainability is visible as it prioritizes eco-friendly methods in production, transforming fabric scraps into useful items like hairbands and small bags. To foster a love for nature, they include seed balls with each purchase, inspiring children and families to plant and grow.
