Ed-a-Mamma expands portfolio with launch of maternity wear
Actor Alia Bhatt’s kids clothing brand Ed-a-Mamma has diversified its product portfolio with the launch of maternity wear with a digital campaign - ‘Sunshine For 2’.
The brand will drive the campaign with reels and posts put up in collaboration with ‘mom to be’ Alia Bhatt wearing, Ed-a-Mamma’s maternity wear.
The sustainable capsule collection will have co-ord sets and dresses apart from casual wear, all designed specifically for expecting moms.
Commenting on the launch, Alia Bhatt in a statement said, “I struggled to find quality maternity wear, and so I started devising my own solutions, making my personal style more bump-friendly and prioritising comfort. I realised a gap in my personal wardrobe represented a gap in the marketplace. And so, Ed-a-Mamma Maternity Wear was born.”
Iffat Haider Jivan, business head at Ed-a-Mamma added, “The maternity wear market is currently pegged at Rs 2000 crore ($241 million). With no definitive brands in the national space, we saw a huge opportunity in this segment. Alia's clarity of thought in identifying the gap and her inputs in terms of style and comfort made the task simpler.”
Ed-a-Mamma started in October 2020 currently retails from its dedicated e-commerce store as well as from a wide array of multi-brand online platforms like FirstCry, AJIO, Myntra among others.
Copyright © 2023 FashionNetwork.com All rights reserved.