Alia Bhatt goes the 'atmanirbhar' way, launches sustainable kidswear brand Ed-a-Mamma

Bollywood actress Alia Bhatt has added another company to her investor-portfolio, and there's no stopping her.

The 'Raazi' star, who made it to the Forbes India Celebrity 100 List last year in December with an income of Rs 59.21 crore, announced her start-up, Ed-a-Mamma that specialises in children's clothing for boys and girls.

Bhatt has been sharing teasers of the brand on social media the past couple of days. In a bid to promote 'vocal for local' campaign, the 27-year-old actress on Thursday decided to go 'fully atmanirbhar', and introduce the world to her new children’s clothing brand.


Also Read: Money matters: Alia Bhatt swears by FDs, bonds; prefers land to gold

The kidswear brand, which was launched about six weeks ago, caters to 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-tailer exposure on Amazon and Flipkart early next year.

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A post shared by Alia Bhatt ☀️ (@aliaabhatt)

In her post, Bhatt said that the garments are made from natural fabrics, using nature as themes. "Each garment comes with a seedball that takes kids (and parents) back to nature," she wrote.

The homegrown brand, which set up shop at Bhatt’s home is being touted as a sustainable one, with the outfit tags doubling up as bookmarks. The buttons, too, are not made of plastic, and the company uses leftover fabric to create hair ties and potlis, she said.

Going forward, as Bhatt awaits the release of her upcoming film, 'Brahmastra', alongside beau Ranbir Kapoor, said that Team Ed-a-Mamma is planning to add more stores, a series of children’s books, a TV series and toys to the collection.


On Ed-a-Mamma's website, in a special note to the readers, Bhatt said that the conscious-clothing brand combines two things she deeply cares about - Earth and children.

"Our first offering is a range of thoughtfully designed playwear for children. Ed-a-Mamma will also be a series of books and so much more. All designed to help us put our planet first and build a conscious generation, one product at a time," her note read.

Last year in September, the 'Gully Boy' actress shared a glimpse of her lifestyle and investment choices with ET. Talking about living on a sensible budget, she had mentioned that she invests in bonds, fixed deposits and mutual funds to get the most out of her income.

Bhatt, who started her career with Karan Johar-directorial 'Student of the Year' in 2012 when she was 19, bought her first property in Mumbai's Juhu area in 2015. She currently owns three properties, all in Juhu, worth more than Rs 5 crore, Rs 4 crore, and a whopping Rs 13 crore, respectively.

While Bhatt admits she doesn't understand investments, she has managed to back several start-ups and brands over the years. Just two years after stepping into the entertainment industry, she had launched her clothing line in association with fashion e-commerce website Jabong in 2014.

In 2017, Bhatt, who doesn’t like to spend much, picked up a small minority stake in a fashion-tech start-up, StyleCracker, for an undisclosed amount. The celebrity investor said it was her sole decision to do so and called it an exciting opportunity. The start-up recently raised $2 million (around Rs 14 crore) from US-based investor AMJ Ventures to expand its footprint.

Last month, the actress made a personal investment in omnichannel lifestyle retailer Nykaa, founded in 2012 by Falguni Nayar, who is married to KKR India head Sanjay Nayar, through a secondary transaction for an undisclosed amount.