The range includes organic fabrics, recycled materials and biodegradable packaging
Sustainable kidswear brand Ed-a-Mamma, founded by actor Alia Bhatt, has introduced its Autumn-Winter 2025 collection, featuring apparel for infants and children made with organic and recycled materials.
The new range includes themed capsules such as Veggie Wonder, Cuddly Cubs and Winter Wonderland, catering to age groups 0–4 years and 4–14 years. The company said the collection uses GOTS-certified organic cotton, AZO-free dyes, and plastic-free buttons. It also features recycled polyfill jackets, ZDHC-compliant denims that use up to 80 per cent less water, and vegan, 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”, said Alia Bhatt, founder of Ed-a-Mamma.
Extending its sustainability goals beyond apparel, every order under the brand’s #PlantABeej initiative includes a seedball, encouraging families to grow plants together. The packaging is biodegradable, compostable, and reusable, with FSC-certified bean-shaped tags that double up as bookmarks. Fabric scraps are upcycled into toys, potlis, and playful freebies.
The AW’25 collection is available online at http://www.edamamma.com and across flagship stores in Mumbai, Pune, Noida, and Bengaluru.
Founded in 2020, Ed-a-Mamma offers a range of kidswear, maternity wear, and early learning products that combine storytelling with sustainability. In 2023, Reliance Retail Ventures or (RRVL) acquired a 51 per cent stake in the company, enabling it to scale its reach and strengthen its position in India’s growing conscious fashion market.
