Ed-a-Mamma, the purpose-led children’s lifestyle brand founded by actor and entrepreneur Alia Bhatt, has taken a significant step in its growth journey with the launch of its baby care line. The move marks the brand’s entry into the baby and kids’ personal care category, a market projected to reach USD 9.72 billion by 2031 in India.
With this expansion, Ed-a-Mamma continues to build a holistic ecosystem for young families. The brand now spans eco-friendly kids’ wear, maternity wear, early learning products, and its newly introduced clean and conscious personal care range for babies and kids.
“Expanding into babycare felt like a natural evolution, but not just for the sake of it. Ed-a-Mamma has always been about caring for families and being part of daily routines, and as a parent, I realised that what goes on a baby’s skin is even more personal and intimate than what they wear. So we wanted to take the same care, trust and conscious values we built in clothing and bring them into products that parents use every single day. For me, it’s about creating something that feels as thoughtful and reliable as the clothes we started with. It’s about building a universe of products that parents can trust,” said Alia Bhatt, Founder, Ed-a-Mamma.
A Consciously Created Range of Products
Built around a Gentle, Kind, Conscious promise, the baby care range features daily essentials such as head-to-toe baby wash, lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry care. All products are dermatologically tested, hypoallergenic, and paediatrician-recommended, made using natural, plant-derived actives, and are vegan, cruelty-free, and free from harsh chemicals.
“When we say ‘baby-safe,’ it’s a promise we take seriously. Every product is gentle, tested by experts and made so parents can trust exactly what they’re putting on their baby. We’ve thought through everything, from formulas to packaging, and we’re completely transparent about the ingredients, so parents know exactly what’s inside every bottle. It’s about creating something reliable, simple and worry-free for everyday use,” Alia explained.
The brand has consciously stayed away from harsh chemicals like parabens, sulphates, mineral oil, talc and toxins that can irritate a baby’s natural skin barrier. “At the heart of it, this range is really about trust. As parents, we’re constantly making small choices every single day and we wanted Ed-a-Mamma to be one less thing you have to worry about,” she emphasised.
The range is available on the brand’s e-commerce website along with its flagship stores across Mumbai, Pune, Noida, Hyderabad and Bengaluru.
From Vision to Expansion
“As we grow, I see Ed-a-Mamma becoming more than just products. I see it as something parents can truly experience and connect with, something that supports them through everyday routines, big milestones, and everything in between, while staying rooted in care, trust, and sustainability,” said Alia.
Currently, the brand is focused on consolidating its existing categories while introducing more products that make everyday parenting easier. Ed-a-Mamma operates EBOs in Mumbai, Pune, Noida, Bengaluru and Hyderabad, with plans to open more stores before the end of the financial year. The brand is also present on major marketplaces.
Made with Care for Baby and Planet
Initially launched as an eco-friendly brand, sustainability informs every decision at Ed-a-Mamma – from ingredient selection and product development to packaging. While launching the baby care range, packaging was given careful consideration, said Alia. After exploring multiple options, including recycled plastic, the brand chose virgin, food-grade, recyclable bottles, prioritising safety for delicate baby skin.
Acknowledging the environmental impact of plastic, Ed-a-Mamma has taken responsibility by becoming plastic positive. For every bottle produced, half a kilo of plastic is diverted from landfills—a move aligned with the brand’s commitment to caring for both babies and the world they grow up in.
Small Steps, Meaningful Impact
The brand has been growing steadily and seeing positive traction across its categories. Over the next couple of years, Ed-a-Mamma’s focus is on continuing that growth, reaching more parents and making its products more accessible.
“In the future, I see Ed-a-Mamma becoming a complete parenting lifestyle brand, expanding into areas that fit organically into a child’s day and a parent’s needs, like learning products or even nutrition. However, care, sustainability and trust will continue to remain at the heart of everything we do,” Alia concluded.
