Homegrown Indian brand in the spotlight: Ed-a-mamma by Alia Bhatt; Redefining kids and maternity wear

A new homegrown Indian fashion brand is redefining style with locally crafted designs, quality fabrics, and modern aesthetics. Find out more and get shopping!

What is Ed-a-Mamma?

Ed-a-Mamma, founded by Alia Bhatt, is a clothing brand focused on sustainability and catering to mothers and children. It aims to combine eco-conscious choices with practical, stylish designs. While the brand positions itself as a lifestyle shift toward environmentally friendly fashion, it primarily stands out for offering comfortable, kid-friendly, and trendy options for everyday wear. Its approach emphasises aligning family life with sustainability in a straightforward, accessible way.

Ed-a-mamma; a homegrown brand in the spotlight! Everything you need to know along with our top picks.(AI generated)

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Who is behind Ed-a-Mamma?

Ed-a-Mamma was founded by Alia Bhatt, a well-known Bollywood actress, cat parent and mother.

Why should you switch to Ed-a-mamma and shop from them?

Ed-a-Mamma: A brand with a purpose

Ed-a-Mamma positions itself as a conscious clothing brand that blends sustainability with modern parenting values. Founded by Alia Bhatt, it markets itself as a nature-loving initiative, but what sets it apart is its tangible approach to sustainability. Instead of just using the term as a buzzword, the brand incorporates eco-friendly materials like organic cotton, bamboo, and recycled fibres into its production. Fabrics are biodegradable, dyes are AZO-free, and even fabric waste is repurposed into accessories like potli bags and hairbands.

Visual appeal: Stylish, playful, and effortlessly cool

Ed-a-Mamma blends trendy yet practical designs with an emphasis on long-term usability. The clothing features playful prints, relaxed silhouettes, and breathable natural fabrics that offer comfort while maintaining a contemporary look. By using sustainable materials like bamboo and organic cotton, the brand ensures softness without compromising durability. The focus on gender-neutral styles and high-quality stitching makes its pieces easier to pass down, reducing waste and extending their life cycle. The aesthetic leans toward clean, easygoing designs that cater to parents' prioritising convenience.

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A deep dive: Quality, relevance, and innovation

Quality that lasts
Ed-a-Mamma focuses on making clothes that last longer. Using premium fabrics like organic cotton, linen, and bamboo, the brand ensures its clothing is soft, breathable, and durable; making it ideal for active kids and busy parents.

Timeless style, always relevant
Ed-a-Mamma blends trends with timeless design. While staying current, the brand sticks to its core values of simplicity, comfort, and sustainability. Each collection brings fresh designs that remain versatile and easy to wear, ensuring its style works today and beyond.

Smart, parent-friendly designs
Ed-a-Mamma delivers practical innovation with multifunctional clothing. From breastfeeding-friendly tops to tunics that grow with you, the designs simplify life for parents. Maternity wear is thoughtfully styled for comfort during and after pregnancy, showing the brand’s focus on real-life needs.

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Sustainability: More than just a trend

Ed-a-Mamma claims to prioritise transparency and sustainability, ensuring its garments are made in ethically compliant facilities with minimal environmental impact. Using eco-friendly materials like organic cotton, bamboo, and recycled fibres, the brand creates soft, durable clothing that’s both planet-friendly and ideal for kids, fostering trust through ethical practices and conscious choices.

Sustainability practices vs. Fast fashion

Aspect	Ed-a-Mamma	Fast Fashion Brands
Materials Used	Eco-friendly materials like organic cotton, bamboo, and recycled fibres.	Synthetic fabrics like polyester, are often derived from non-renewable resources.
Production Standards	Adheres to ethical labour standards in certified facilities.	Often linked to poor labour conditions and unethical practices.
Environmental Impact	Focuses on reducing waste and carbon footprint through sustainable practices.	High environmental impact due to mass production and excessive waste.
Durability	Creates long-lasting, durable clothing to minimize consumption.	Produces lower-quality garments that wear out quickly, encouraging overbuying.
Transparency	Open about production processes and material sourcing.	Minimal transparency about supply chain and manufacturing practices.
Cost to Consumers	Higher initial cost but offers lasting value and reduced environmental guilt.	Low cost but at the expense of ethical and environmental compromises.
Target Audience	Eco-conscious families seeking sustainability and quality.	Trend-focused shoppers prioritise low prices and fast availability.

A style guide

Maternity wear: Ed-a-Mamma’s maternity collection offers stylish yet comfortable pieces designed to support mothers through pregnancy and beyond. From flowing dresses to soft loungewear, the brand’s maternity options are perfect for parents who want to look good and feel comfortable at every stage of their motherhood journey.

Kidswear: The kidswear collection features fun, playful designs that are made to last. The brand’s clothing is designed to be comfortable and practical for active children, with a range of gender-neutral options and timeless styles. Ed-a-Mamma’s prints are imaginative and colorful, yet simple enough to remain versatile.

Family looks: Ed-a-Mamma offers coordinated outfits for mothers and children, allowing families to dress in a way that feels connected without being overly matchy-matchy. These outfits promote a sense of togetherness and allow families to celebrate their unique bond in style.

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Ed-a-Mamma is here to empower mothers to embrace their style without sacrificing comfort or sustainability. The brand encourages mindful choices, promoting conscious consumerism and encouraging families to invest in clothing that is both stylish and ethical. As the brand continues to grow, it is creating a space for parents who care about both their wardrobe and the world they leave behind for their children.

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Ed-a-Mamma by Alia Bhatt: FAQs

• What types of clothing does Ed-a-Mamma offer?

  Ed-a-Mamma offers a variety of clothing, including: Maternity wear: Comfortable and stylish dresses, jumpsuits, and loungewear. Kidswear: Playful, comfortable, and gender-neutral clothes for children. Family looks: Coordinated outfits for mothers and children, promoting a sense of togetherness.

• What makes Ed-a-Mamma different from other clothing brands?

  Ed-a-Mamma is unique because it focuses on sustainability and conscious consumerism. The brand uses eco-friendly fabrics, and AZO-free dyes, and ensures ethical production practices. Additionally, it is designed to be functional, with features like breastfeeding access and multifunctional pieces that grow with the child.

• Is Ed-a-Mamma clothing suitable for gifting?

  Yes, Ed-a-Mamma’s clothing makes for thoughtful and eco-conscious gifts for mothers and children. With its charming designs and sustainable approach, it’s a perfect gift for a baby shower, birthday, or any special occasion. Plus, the brand’s commitment to sustainability makes it a meaningful present.

• What is the price range of Ed-a-Mamma products?

  Ed-a-Mamma’s prices vary depending on the type of product. Maternity wear and kidswear typically fall within a mid-range price bracket, reflecting the high-quality, sustainable materials used. The brand aims to make conscious fashion accessible without compromising on style or ethics.

Disclaimer: At Hindustan Times, we help you stay up-to-date with the latest trends and products. Hindustan Times has an affiliate partnership, so we may get a part of the revenue when you make a purchase. We shall not be liable for any claim under applicable laws, including but not limited to the Consumer Protection Act, 2019, with respect to the products. The products listed in this article are in no particular order of priority.