"We all have one planet in common."
Alia Bhatt’s conscious clothing brand for children, Ed-a-Mamma, has kicked off 2022 with a new initiative.
The fashion brand has further committed to its goal of creating conscious clothing and giving back to the community.
The Alia Bhatt-led children’s clothing brand recently launched its ‘Buy1Give1’ initiative, which will provide clothing for underprivileged children.
For this initiative, every purchase made on the website will be matched with a garment donated by Ed-a-Mamma for a child in need.
Ed-a-Mamma has partnered with Goonj, an NGO that focuses on clothing as a basic, yet unaddressed need.
Alia Bhatt’s brand caters to children in the age group of 2-14 years and is currently available on all major digital marketplaces.
The brand affordably encourages sustainable fashion.
Speaking about the new initiative, Alia Bhatt said:
“With Ed-a-Mamma, I set out to create a world that nurtures in children, a love of nature.
“Knowing full well that they will look after what they love.
“The Buy1Give1 initiative will be used to gift garments to children in need and we hope to make kids understand the joy of sharing with people who are less fortunate.”
The clothing brand is actively trying to build a conscious generation, one garment at a time.
Alia Bhatt has expressed on numerous occasions how the brand seeks to nurture a love of nature among children through its choice of themes and fabrics.
The brand uses plastic-free buttons and encourages consumers to re-wear their clothing as much as possible.
Ed-a-Mamma’s core belief is:
“Because no matter who we are, no matter what we do, we all have one planet in common.
“And we’re all children of Mother Earth.”
Despite having launched in October 2020, Alia’s brand has already seen tremendous growth.
Speaking about the brand’s success, Alia said:
“I am still learning about business, but I am so, so proud of what we have achieved in one year.
“It’s almost unreal.
“What started as a small dream is now on its way to becoming a Rs 150 crore business.”
“I’m thrilled with our new launches – all credit to my formidable team.”
Alia Bhatt is vocal about her love of animals and nature, and with the launch of Ed-a-Mamma in 2020, the actress won the 2021 PETA India fashion award.
She also recently invested in an incense company called Phool.
Phool makes incense out of recycled flowers and helps keep rivers clean.
Phool also makes bio-leather from recycled flowers called ‘Fleather’, a humane alternative to leather, which comes from animal skin.