Bollywood actor and entrepreneur Alia Bhatt has announced a significant expansion for her sustainable children's wear brand, Ed-A-Mamma. The Reliance Retail-backed venture is now entering the competitive kids and baby personal care segment, marking its first major diversification since the retail giant acquired a majority stake.
Strategic Expansion into Personal Care and Beyond
In an interview on Friday, Bhatt revealed that Ed-A-Mamma is launching a new range of baby care products. This includes items like baby wash, oil, lotion, talc-free powder, and rash balm. She stated that the move into personal care was a logical first step following Reliance Retail Ventures Ltd's acquisition of a 51% stake in Ed-A-Mamma in 2025. The backing of Reliance provides the necessary scale and support to compete in this large, crowded market.
Bhatt's vision is to transform Ed-A-Mamma into a holistic brand. "The dream is for Ed-A-Mamma to be a one-stop shop for all things related to the child and mother in terms of wear, care, growth, and entertainment," she explained. The brand has already published its first children's storybook, The Adventures of Ed-A-Mamma, with two more books in the pipeline.
Future Categories: Teen Wear and Pet Care
The expansion strategy doesn't stop at personal care. Bhatt outlined ambitious plans to revisit the teenage category with a line called 'Ed-Heads' and to eventually venture into the pet care segment. A previous soft launch of teen wear was discontinued to allow for more development time and capital investment.
"We want to take our time with identifying what the product for our teens range is and what the need is," Bhatt said, expressing excitement about this future segment. Regarding pet care, she aims to create an experience-led brand that is both accessible and affordable, entering a space with players like Heads Up for Tails and Drools.
Alia Bhatt's Broader Investment Philosophy
Beyond her own brand, Bhatt is actively accelerating her investments in startups. Her investment thesis focuses on companies that address enduring consumer needs. She is already an investor in Nykaa, Phool, and Superbottoms.
She expressed particular interest in sectors like sports and activewear, comfort wear, and food & beverages. "I feel the younger generation, while seeking comfort and leisure, is also into physical activity. They want something that they can work in and also run and jump in," she noted, highlighting the potential in activewear.
Founded in 2020, Ed-A-Mamma started as an online apparel brand for children aged 2-12. It has since expanded offline and into maternity and infant wear. The brand is known for its eco-friendly initiatives, such as eliminating plastic buttons and repurposing waste fabric.
The move taps into a booming market. According to consulting firm Redseer, India's baby care market is projected to grow from about $34 billion in 2023 to an estimated $60-66 billion by 2028. This growth is driven by rising childcare awareness, higher disposable incomes, and urbanization.
Bhatt emphasized that Ed-A-Mamma's growth will be measured and sustainable. "We grow slowly with baby steps and building trust. Over the years, we've moved to each and every next step or new vertical that we've added with a lot of time and effort," she concluded, underscoring a philosophy of mindful expansion over rapid scaling.
