Post by : Badri Ariffin

Alia Bhatt, renowned actor and entrepreneur, has taken a significant leap by expanding her eco-conscious brand Ed-A-Mamma into the baby and kids personal care market, following Reliance Retail Ventures Ltd's acquisition of a 51% stake in her company in 2025.

Aiming to be a go-to source for mothers and children, Ed-A-Mamma is set to provide various products related to clothing, personal care, growth, and education.

Introduction of New Baby Care Range

The brand has rolled out an exciting collection of personal care products for infants and children, including:

• Baby wash

• Baby oil

• Baby lotion

• Talc-free powder

• Rash balm

The personal care market is rapidly evolving, presenting both opportunities and challenges; Ed-A-Mamma is leveraging Reliance Retail's extensive scale and distribution to enhance its foothold in this competitive arena.

Commitment to Sustainability and Affordability

Alia Bhatt emphasized the brand's vision of sustainable growth, prioritizing trust, quality, and eco-friendly practices. Ed-A-Mamma aims to ensure its offerings are accessible and budget-friendly for families across India.

Future Aspirations in Teenage Fashion and Pet Care

The company is gearing up to revitalize its teenage clothing line after a temporary pause on a previous launch, Ed-Heads, as they take time to understand the specific needs of adolescents.

Additionally, Ed-A-Mamma is venturing into the pet care market, aspiring to create an engaging and affordable offering for pet owners.

Exploring Learning and Literature

The brand has also introduced its debut children’s book titled, “The Adventures of Ed-A-Mamma,” with more titles underway focusing on learning and entertainment.

Expanding in India’s Baby Care Market

The baby care sector in India is on track to grow from $34 billion in 2023 to between $60 and $66 billion by 2028, fueled by increased awareness of childcare, rising incomes, urbanization, and a youth-centric population.

Alia Bhatt’s Investment Philosophy

In addition to Ed-A-Mamma, Bhatt is also investing in various emerging consumer brands within sectors like sportswear, comfort wear, and food products. Currently, she supports firms such as Nykaa, Phool, and Superbottoms.

Her focus remains on brands that cater to long-term consumer demands instead of fleeting trends.

Overview of Ed-A-Mamma

Founded in 2020, Ed-A-Mamma initially operated as an online children’s apparel line for ages 2 to 12 and has since diversified into maternity wear, infant and toddler clothing, and now personal care, consistently upholding sustainability through eco-friendly practices.

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