Alia Bhatt founded the children's clothing brand Ed-A-Mamma in 2020 with a focus on sustainable and affordable fashion. The brand uses natural fibers and recycles materials. It has grown significantly, becoming one of the top kids' wear brands on Myntra with over 1,800 product options. Estimated to be worth over 150 crores, talks are underway for Reliance Brands to acquire Ed-A-Mamma for around 300-350 crores.

1. WELCOME
J.P Mohammed Navas Sherif

2. INTRODUCTION
Actors of the Indian Film Fraternity have many feathers in their hats.
Not only do they deliver successful movies, but many are also
successful entrepreneurs today.
From starting their own production houses or having an apparel brand
of their own, Indian actors are doing it all.
Some may fail as entrepreneur but most of the actors who become
entrepreneur seems to be most successful.

3. ED-A-MAMMA
CONSCIOUS CLOTHING

4. About ‘Ed-A-Mamma’
 Founder: Alia Bhatt.
 Founded on: October 2020.
 Website launched on: Sept 2021
 Headquarters: Mumbai,Maharastra,India.
 Net worth: Over 150crs.

5. ABOUT THE FOUNDER
NAME: Alia Bhatt
BORN:15 March,1993
MAIN OCCUPATION: Actress
FATHER: Mahesh Bhatt(Film Maker)
MOTHER: Soni Razdan(Actress)
SPOUSE: Ranbir Kapoor(Actor)
 Entrepreneur of ED-A-MAMMA, a sustainable children’s wear brand
 She owns a production company called Eternal Sunshine Production Pvt Ltd
 She is the celebrity endorser for a number of brands and product, including Frooti, Phonepe, Philips,etc.
 She is also an investor in startups like Stylecracker and also invested in fashion retailer Nykaa.

6. REASON FOR ED-A-MAMMA’S NAME
A little Dog called Ed and his mamma:
It all started when Alia was working on a story series of a little
dog called Ed and his mamma, a little girl. According to Alia, the idea was
to create this universe where this little girl and her dog go out on
adventures and save the planet from ecological harm. Through these
stories, she wanted to nurture a love of nature in children.

7. Ed-A-Mamma Clothing
 The brand was started with kids wear targeted at children between the age group of 4 to 12.
 The clothing range has been made out of complete natural fibres, and the buttons too are not made of
plastic. The team reuses, recycles, and reuses. The leftover fabric is made into hair ties and potlis.
 The products are priced in the range of Rs 349 to Rs 1,499, the organic t-shirt range starts at Rs 799. The
idea is to make ethical clothing affordable.
 Every order placed comes with a 'Seed Ball' which contains seeds of live plants which motivates young
children and their parents to plant trees.
 Alia describes that during her pregnancy she faced problems on finding trendy clothes in India so, she
decided to launch maternity clothes at Ed-A-Mamma.

8. ED-A-MAMMA’S Strength
 The brand’s biggest aspect that drives its sales is that offers sustainable yet fun and thoughtful
clothing for children at affordable prices.
 Metal trims in all their clothing are nickel-free and safe for children and newborns.
 Their garments have plastic-free buttons.
 The brand intentionally designs its clothes to endure more wear and tear and last longer.
 To built around a narrative of care and concern for the planet and children, their target audience
feels part of a more meaningful journey by purchasing its merchandise.
 The focus was to create a homegrown brand out of India. The team therefore focused on setting
up the vendor, distribution, and manufacturing out of India. It worked with specialty factories
from Mumbai, Tripura, and Kolkata, to name a few.

9. ED-A-MAMMA’S SUCCESS
 Currently ranked as one of the top 3 brands on Myntra in the kids wear category.
 Retails from the top 6 digital marketplaces and from its own website.
 Product range has grown from 160 options in 2020 to 1,800 in Autumn-Winter (AW’22), which
is more than a 1000% increase.
 Estimated to be worth Rs 150 crores (as of 2023)
 Reliance Brands Ltd, a part of Reliance Industries’ retail arm Reliance Retail Ventures, is
reportedly in talks to acquire actor Alia Bhatt’s kids wear brand Ed-a-Mamma for around
₹300-350 crores. The talks between Reliance Brands and Ed-a-Mamma are in the final stages,
and an agreement is likely in the next few days, as per a new report

10.  The brand aims at bringing conscious clothing to children at a very young age so that they
learn to care for the planet early on while using clothing that sparks a thought and is
sustainable.
 Coming from a film background herself, Founder and CEO, Alia Bhatt’s vision behind creating
this brand was really awesome and motivating.
CONCLUSION