Myntra Launche Alia Bhatt’s Sustainable Clothing Brand Ed-a-Mamma

21 June 2021: Myntra launches ‘Ed-a-Mamma’, Bollywood actor Alia Bhatt’s sustainable kidswear brand, marking an important step in the direction of providing stylish and trendy clothes that are safe for children while being environment-friendly. Myntra is making steady efforts to support the cause of environment protection by offering its customers the option to make conscious choices in fashion, through initiatives like, ‘Myntra for Earth’ store that houses over 5500 styles from 70 brands. The sustainable and organic assortment under kidswear offers over 1,500+ styles, giving parents a wide choice of eco-friendly options for their little munchkins. Ed-a-Mamma is also a part of this specific store that’s core focus is to offer sustainable fashion options to customers.

Ed-a-Mamma houses over 200 styles for both boys and girls on Myntra, with offerings ranging from T-shirts, Tops, Shirts, Skirts, Dresses and more, all of which are natural fiber based and biodegradable. Staying true to its vision, the brand uses dyes that are free of harsh chemicals, has buttons that are devoid of any plastic, tags made of responsibly harvested FSC certified paper, and the nickel free metal trims. The material of each clothing is designed to sustain multiple washes and last long, while the prints are meant to encourage the curiosity and imagination of a child. The brand also hosts an organic Tee range that meets GOTS (Global Organic Textile Standard).

In order to encourage more people to opt for ‘Conscious Clothing’ choices, the brand is available on Myntra at value based offerings, starting from Rs,299.

Speaking on the launch, Ayyappan Rajagopal, Chief Business Officer, Myntra, said, “We are extremely delighted to partner with Ed-a-Mamma, which is a major inclusion in our sustainable line-up, in the kidswear segment. Within the kids’ category at Myntra, there is a budding segment of organic and sustainable clothing, creating a strong base for itself. It has been encouraging to witness an increase in awareness and willingness to support the environmental cause among shoppers and we are leaving no stone unturned to collaborate, and pledge our support to the same. Kidswear is witnessing a YoY growth on Myntra and our wide consumer base and reach, is poised to build strong momentum for the Ed-a-Mama brand.”