kidswear: Children’s sustainable clothing line Ed-a-mamma grows 10x, to become Rs 150-crore brand

kidswear: Children’s sustainable clothing line Ed-a-mamma grows 10x, to become Rs 150-crore brand


Children’s sustainable clothing line Ed-a-mamma, founded by actor Alia Bhatt, said it is on its way to becoming a Rs150 crore brand after revenues grew ten times in less than a year of its launch.

Ed-a-Mamma which is for children in the age group of 2-14 years has been operating on an exclusively D2C business model since its launch in October last year. From150 styles earlier, the portfolio now has over 800 options live on its website.

“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 out as a small dream is now on its way to becoming a 150cr business. I am absolutely thrilled with our new launches – all credit to my formidable team. Our next focus is to ramp up production and bring our consumers a bigger, even better spring summer collection next year,” Bhatt said in a statement.

Ranked as one of the top three brands on Myntra in the kidswear category within 3 months of launch on the platform, Ed-a-Mamma has also been distributed in the top six digital marketplaces and retails on the brand’s own website. The company said sustainable clothing for children at an affordable price point will continue to be the cornerstone of the brand, while driving the overall brand goal, to get children and their parents to love, and look after their planet.



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