Ed-a-Mamma launches initiative to give clothing to underprivileged children

By

Isabelle Crossley

Published
Jan 20, 2022

Bollywood actress Alia Bhatt’s conscious children’s wear brand Ed-a-Mamma has launched an initiative to give clothing to underprivileged children, donating a garment for each one item purchased from the brand.

With its new ‘Buy1Give1’ initiative, Ed-a-Namma will provide a piece of basic clothing to an underprivileged child for each garment bought on its e-commerce store, the brand announced in a press release on January 20. The initiative will be run in partnership with NGO Goonj, which works to distribute clothing across India to people who need it. 
 
“With Ed-a-Mamma, I set out to create a world that nurtures in children, a love of nature,” said Bhatt in a press release. “Knowing full well that they will look after what they love. The Buy1Get1 initiative will be used to gift garments to children in need and we hope to make kids understand the joy of sharing with people who are less fortunate.”

Ed-a-Mamma retails clothing for children aged two to 14 years old from its dedicated e-commerce store as well as from a wide array of multi-brand online platforms. The brand also soon plans to hold its first-ever offline pop-up at The White Crow at Jio World Drive in Mumbai to engage parents and children with the brand.