Ed-a-Mamma, Alia Bhatt’s sustainable children’s clothing brand, valued at Rs 150 crore

Children’s clothing brand Ed-a-Mamma, founded by actor and investor Alia Bhatt, has grown 10X in 10 months. While the business is fully self-funded, investors in a Series A round are valuing the business at Rs. 150 crore, which sets a new benchmark for children’s clothing in India.

Speaking about the growth the brand has marked, Alia said, “I’m still learning the business world, but I’m so, so proud of what we’ve accomplished in one year. It’s almost unreal. What started as a small dream is now turning into a Rs 150 crore business. I’m absolutely thrilled with our new launches – all credit to my great team. Our next goal is to increase production and offer our consumers an even bigger and better spring-summer collection next year. “

The startup has just launched an all-natural and sustainable Fall Winter 2021 line.

Ed-a-Mamma is aimed at children in the age group 2-14 years. It is entirely local, which reflects its “Vocal for Local” philosophy and has a vision to change the world one garment at a time, according to a statement. Alia has expressed many times how the brand seeks to nurture a love of nature in children through its choice of themes and fabrics.

Operating exclusively D2C business model, the brand which launched with 150 styles in October 2020, now has 800 options live on its website.

The company said that while all products are made with all-natural fibers, Ed-a-Mamma has gained the trust by acquiring SEDEX (Global Certification for Ethical Trade), Green Denim certifications through Zero Liquid Discharge (certification ZLD), organic clothing via GOTS. (Global Organic Textile Standard) and is a fully vegan brand.

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