Ed-a-Mamma expands portfolio with launch of Infant's wear

By

Maverick Martins

Published
Feb 16, 2023

Actor Alia Bhatt’s brand Ed-a-Mamma has expanded its portfolio with the launch of an infant’s wear collection targeted at the age group of 0-3 years.

Ed-a-Mamma has been aggressively diversifying its portfolio with the addition of new launches every month which include maternity wear, Ed-heads (the teen collection), maternity-nursing wear, and baby wear.

Ed-a-Mamma’s new collection includes t-shirts, denims, dresses with bloomers, expandable bodysuits, sleep suits, caps, booties, bibs amongst others.

Commenting on the new launch, Alia Bhatt in a statement said, “The decision to launch Infants was a deeply personal one. As a young mother, we want to give our children the best of everything. And so, on my quest to find the best possible clothes for my baby, we embarked on the journey to create this infant wear line, which I am so happy to share with you.”

Iffat Haider Jivan, business head at Ed-a-Mamma added, “With the launch of Ed-a-Mamma’s baby qear, we offer parents expanded product options through a curated line from new-borns through toddlers. Staying true to the  brand’s commitment to responsible sourcing, the entire collection is carefully crafted to provide parents with supreme quality and great designs that are also easy on their pocket.”

The new collection has been priced at Rs 499 ($6) onwards and is available for purchase on Ed-a-Mamma’s website along with other online platforms like Myntra, Tata Cliq, Ajio, and Firstcry.