Alia Bhatt Goes 'Vocal For Local’ As She Launches Child Wear Brand 'Ed-a-mamma'

Alia Bhatt Goes 'Vocal For Local’ As She Launches Child Wear Brand 'Ed-a-mamma'

New Delhi: Bollywood actress Alia Bhatt has launched her own clothing brand for children of age group between 2-14 year old, named Ed-a-Mamma. The brand follows ‘Vocal for Local’ criteria. Raazi fame Ali Bhatt announced three collections from the brand named as Veggie Squad, Friends of the Ocean and Candyland.

Alia shared the brand on Instagram handle by writing, "Ta-da! Presenting Ed-a-Mamma! To begin with, it’s a line of children’s clothing. For 2 to 14-year-olds. It's made from natural fabrics. With nature themes. And each garment comes with a seed ball that takes kids (and parents) back to nature. The tags double up as bookmarks. The buttons are not made of plastic. Even leftover fabric is transformed into hair ties and potlis. Every garment tells a story. And nurtures a love of nature among children. It’s a fully homegrown brand. Totally vocal for local. And fully atmanirbhar. When I say homegrown, I mean we literally started in my home. Till we grew to a point where we had to get an office. And a warehouse. And so on. We launched on firstcry.com in October and people loved our story (thank you for giving us such a warm, overwhelming welcome). 

We hope to add more stores. More stories. A series of children’s books. A series on TV. Toys, perhaps. The common thread running through it all is love for the one thing that unites us: our planet. Because we're all children of Mother Earth. #Edamamma #ChildrenOfMotherEarth #LittlePlaneteers #VocalforLocal #PlantABeej #HappyBean."

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A post shared by Alia Bhatt ☀️ (@aliaabhatt)

 She also said, "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, seed bombs that help you grow a garden. Why children’s products? To catch them young and create a love for nature at an early age."

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A post shared by Alia Bhatt ☀️ (@aliaabhatt)

This brand was launched six weeks ago for the age group between 2 and 14. The new brand was made available on the online baby products store, FirstCry, starting at Rs 350, in October. It will get e-commerce sale on Amazon and Flipkart next year.

On work front, Alia is all set for the release of her upcoming film, 'Brahmastra', starring Ranbir Kapoor.

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