Alia Bhatt’s Ed-a-Mamma Expands Beyond Apparel, Forays into Baby Care

Alia Bhatt owned children’s lifestyle brand Ed-a-Mamma announced its entry into the baby and kids personal care category. This expansion goes beyond apparel, toys, books, and bedding into everyday essentials designed for families, bringing safety, sustainability, and care into daily routines. Unveiled by Bhatt herself, the full product portfolio and brand film highlight a simple, universal insight - every parent wants to keep their children safe.

Speaking on the expansion, Alia Bhatt, Founder, Ed-a-Mamma, said, “ Expanding into baby care is an exciting new chapter for the brand, because we’re all about making everyday routines a little easier. Parenting is a shared journey, and through this expansion we want to support moms, dads and caregivers with essentials that are gentle, thoughtful and sustainable.”

"Recycled plastic isn’t always safe for baby care, so we chose virgin, food-grade bottles - but we’re taking responsibility for the planet too. Every bottle we make is part of our plastic-positive approach, helping to divert more plastic from landfills than we use,” added Bhatt in lieu of the brand’s commitment to sustainability. Every unit sold diverts 0.5 kg of plastic waste through verified Indian waste recovery programs, reducing environmental impact and supporting livelihoods for waste workers.

The ‘Your Baby Safe’ range includes skin, bath, hygiene, and laundry care products - covering head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry detergent. The brand promises, the formulations are dermatologically tested, paediatrician-recommended, hypoallergenic, and created using plant-derived actives. In addition to being vegan, cruelty-free, and free from parabens, sulphates, talc, mineral oils, artificial dyes, and harsh chemicals.

This addition aligns with the brand’s broader expansion plans as it builds presence within India’s evolving baby and family care market.