Ed-a-Mamma is Alia Bhatt’s new initiative for children and planet Earth

Alia Bhatt’s Ed-a-Mamma is an initiative for needy children as well as planet Earth. Photo: ITAI Doshin Media

Ed-a-Mamma, a conscious clothing brand for children, kicks off 2021 by furthering its commitment towards enabling conscious clothing and giving back to the community. The Alia Bhatt-led playwear-for-children enterprise launched a ‘Buy1Give1’ initiative, which will provide basic clothing for underprivileged children, spreading the Joy of Giving.

For this initiative, every purchase made on the website will be matched with a garment donated by Ed-a-Mamma for a child in need. Ed-a-Mamma has partnered with Goonj, a renowned NGO working across India that focuses on clothing as a basic, yet unaddressed need.

Ed-a-Mamma caters to children in the age group of 2-14 years and is currently available on all major digital marketplaces. The brand encourages superior sustainable fashion in an affordable manner.

Alia Bhatt, founder of Ed-a-Mamma, said, “With Ed-a-Mamma, I set out to create a world that nurtures in children, a love of nature, knowing full well that they will look after what they love. With the Buy1Get1 initiative, we hope to make kids understand the joy of sharing with people who are less fortunate.”

Their very first offline pop-up at The White Crow at Jio World Drive in Mumbai is another venture to extend this initiative. This pop-up is a unique opportunity for customers to interact with the brand and its merchandise. Having already hosted a puppet show aimed at teaching kids about ecological balance, Ed-a-Mamma’s pop-up promises invigorating experience for kids and their parents.

Ed-a-Mamma will be a series of products all designed to help us put our planet first and build a conscious generation, one product at a time. Their first offering is a range of thoughtfully-designed clothing for children. The fabrics are all plant-based and degradable. The buttons are plastic-free and the tags can be re-used as bookmarks. The fabric scraps are repurposed to create trims and fun accessories. Each garment comes with a little potli filled with a seed ball, a tree waiting to be planted and an activity designed to bring children and parents outdoors.

The organization’s core belief is, “Because no matter who we are, no matter what we do, we all have one planet in common. And we’re all children of Mother Earth.” Their website is www.edamamma.com and they are also on Instagram as instagram.com/edamamma.

Alia Bhatt has already made a huge mark among her generation as a star and actress. With this, she puts her imprint on society and its well-being.






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