Ed-a-Mamma, the sustainable brand for children founded by Alia Bhatt, has launched its Autumn-Winter 2025 collection – a vibrant new range that celebrates the spirit of childhood while staying true to the brand’s deeply-rooted commitment to sustainability.
Having expanded into a complete world for little ones and moms-to-be – with thoughtful apparel, toys, bedding and books – Ed-a-Mamma’s latest drop celebrates its roots in planet-first fashion. Each garment is carefully made for comfort, enabling children to explore, play, and embrace everyday adventures, all while staying kind to the planet.
Inspired by forest trails, winter skies, and classroom giggles, the collection introduces playful capsules such as Veggie Wonder, Cuddly Cubs, and Winter Wonderland, designed for infants (0-4 years) and kids (4-14 years).
The range combines thoughtful design with sustainable innovations such as:
- Gentle, natural fabrics
- AZO-free, non-toxic dyes
- GOTS-certified organic cotton for infants
- Plastic-free buttons and nickel-free trims for extra safety
- GRS-certified recycled polyfill jackets, helping divert PET bottles from landfills
- ZDHC-compliant denims, using up to 80% less water
- Vegan, cruelty-free, and 100% recycled sewing threads
“Childhood should be a time of fun, curiosity, and kindness – toward each other and the planet. That’s why I started Ed-a-Mamma, to make it easy for kids to connect with nature and make choices that feel right. Each new launch is a step closer to a world where what they wear, play with, and use every day celebrates them and the Earth. And now, with a new launch just around the corner, we’re excited to take the next step in nurturing little ones from day one,” said Alia Bhatt, Founder, Ed-a-Mamma.
Staying true to its mission of raising a generation of ‘Mini Planeteers’, Ed-a-Mamma extends its sustainability commitments beyond garments. Every order comes with a seedball as part of the brand’s #PlantABeej initiative, encouraging families to spend time outdoors and grow something beautiful together.
Ed-a-Mamma’s packaging is biodegradable, compostable, and reusable, with bean-shaped FSC-certified tags that double up as bookmarks, while fabric scraps are upcycled into toys, potlis, and playful freebies – ensuring waste is minimized.
The AW’25 Collection is now available at www.edamamma.com and in flagship stores across Mumbai, Pune, Noida, and Bengaluru.
About Ed-a-Mamma
Founded in 2020, Ed-a-Mamma has captured the hearts of conscious families across India with its joyful, earth-friendly approach to kidswear, maternity wear, and early learning products. With every product rooted in storytelling and sustainability, the brand inspires young children and their caregivers to engage with nature in meaningful ways.
In 2023, Reliance Retail Ventures Limited (RRVL) acquired a 51% stake in Ed-a-Mamma, aiming to further expand the brand’s reach and impact. This strategic partnership is set to propel Ed-a-Mamma on a dynamic growth trajectory, reinforcing its commitment to sustainable and conscious living.
