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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!
Neha Khandelwal
Content Lead, HT Travel | Travel & Lifestyle Journalist
With over 10 years of content writing experience, Neha Khandelwal is a lifestyle journalist and the Content Lead at HT Travel. She specialises in destinations, hotels, aviation, luggage, travel gear, and practical guides that help readers plan smarter and travel better. Her work combines first-hand experience, expert insights, and extensive research to create stories that are informative, useful, and easy to follow.
Career Journey & Experience
Neha began her writing career as a freelance journalist in 2010 before entering mainstream media with The Times of India in 2022. She later joined Hindustan Times, where she has written extensively across travel, lifestyle, home, and consumer trends. Her professional background extends beyond journalism. Before moving into digital media full-time, she spent nearly a decade in interior design, managing residential projects from concept to execution. She also trained in visual merchandising with Shoppers Stop and Pantaloons and worked with women-led startups across design and operations. These experiences continue to shape her storytelling, especially in how she evaluates hotels, design-led stays, hospitality spaces, and travel experiences.
A naturally curious learner, Neha has completed beginner certifications in pottery, scuba diving, baking, creative writing, and other creative pursuits. She has read more than 2,000 books, trained in Bharatanatyam for 8 years, and ghostwritten a book on Ladakh tourism.
Subject Expertise
Travel is at the heart of Neha's work. She covers destinations, hotels, airlines, luggage, packing strategies, travel accessories, and emerging travel trends through a mix of reporting, product testing, and conversations with industry experts. A frequent traveller herself, she approaches every trip with a journalist's curiosity and a planner's mindset, focusing on experiences that readers can realistically recreate. From choosing the right cabin bag to decoding hotel openings and destination trends, her writing prioritises practical advice over promotional claims.
Her background in interior design also gives her a distinct perspective on architecture, hospitality design, boutique hotels, luxury stays, and thoughtfully designed spaces.
Education & Professional Background
Neha holds a Master's degree in Interior Design. Her early experience in interior design, visual merchandising, and design operations gives her a unique understanding of aesthetics, functionality, and user experience, adding depth to her coverage of hotels, resorts, and travel spaces.
Editorial Philosophy
"As an avid, research-driven traveller, my goal is simple. To answer the questions you actually have before booking a trip. I cut through the promotional noise with honest reporting and expert insights. Making travel planning seamless, smart, and reliable so you always know where to go next."
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.
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.
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.
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.
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.
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.
Neha Khandelwal
Content Lead, HT Travel | Travel & Lifestyle Journalist
With over 10 years of content writing experience, Neha Khandelwal is a lifestyle journalist and the Content Lead at HT Travel. She specialises in destinations, hotels, aviation, luggage, travel gear, and practical guides that help readers plan smarter and travel better. Her work combines first-hand experience, expert insights, and extensive research to create stories that are informative, useful, and easy to follow.
Career Journey & Experience
Neha began her writing career as a freelance journalist in 2010 before entering mainstream media with The Times of India in 2022. She later joined Hindustan Times, where she has written extensively across travel, lifestyle, home, and consumer trends. Her professional background extends beyond journalism. Before moving into digital media full-time, she spent nearly a decade in interior design, managing residential projects from concept to execution. She also trained in visual merchandising with Shoppers Stop and Pantaloons and worked with women-led startups across design and operations. These experiences continue to shape her storytelling, especially in how she evaluates hotels, design-led stays, hospitality spaces, and travel experiences.
A naturally curious learner, Neha has completed beginner certifications in pottery, scuba diving, baking, creative writing, and other creative pursuits. She has read more than 2,000 books, trained in Bharatanatyam for 8 years, and ghostwritten a book on Ladakh tourism.
Subject Expertise
Travel is at the heart of Neha's work. She covers destinations, hotels, airlines, luggage, packing strategies, travel accessories, and emerging travel trends through a mix of reporting, product testing, and conversations with industry experts. A frequent traveller herself, she approaches every trip with a journalist's curiosity and a planner's mindset, focusing on experiences that readers can realistically recreate. From choosing the right cabin bag to decoding hotel openings and destination trends, her writing prioritises practical advice over promotional claims.
Her background in interior design also gives her a distinct perspective on architecture, hospitality design, boutique hotels, luxury stays, and thoughtfully designed spaces.
Education & Professional Background
Neha holds a Master's degree in Interior Design. Her early experience in interior design, visual merchandising, and design operations gives her a unique understanding of aesthetics, functionality, and user experience, adding depth to her coverage of hotels, resorts, and travel spaces.
Editorial Philosophy
"As an avid, research-driven traveller, my goal is simple. To answer the questions you actually have before booking a trip. I cut through the promotional noise with honest reporting and expert insights. Making travel planning seamless, smart, and reliable so you always know where to go next."Read More
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