Alia Bhatt-founded kidswear brand blends nature, sport, play and conscious design across its 0–14 years range
Ed-a-Mamma, the conscious kidswear brand founded by actor Alia Bhatt, has unveiled its Autumn-Winter 2026 collection, ‘The World Is Ours’, drawing inspiration from children’s curiosity, imagination and everyday experiences.
Designed for children aged 0–14 years, the collection combines playful storytelling with practical details and conscious design. The range has been developed around different stages of childhood, with themes spanning nature, outdoor discovery, sport, adventure and celebration.
Nature-Led Designs For Early Years
For children aged 0–4 years, the collection takes cues from the natural world, featuring animal- and outdoor-inspired prints. The range also incorporates functional elements aimed at supporting children through their early stages of movement and exploration.
Among these are cushioned knee patches on joggers, designed to provide additional comfort as babies crawl, toddle and discover their surroundings.
For the 5–14 age group, the collection shifts towards growing personalities and individual interests, bringing in influences from sport and adventure alongside nostalgic references and styles intended for celebratory occasions.
Sport And Play Shape Girls’ Edit
The girls’ range draws heavily from sport and play, featuring relaxed silhouettes, bold number prints and playful detailing. The edit includes everyday separates as well as pieces designed for more active occasions.
The emphasis is on comfort and versatility, with styles that can be mixed and matched while allowing children to express their individual personalities.
For boys, denim forms a key part of the collection, with heritage-inspired styles given a more playful interpretation. Flannel checks and repurposed denim feature alongside everyday wardrobe staples, while detailing adds character to pieces designed for regular wear and play.
Conscious Design Remains Core Focus
The collection continues Ed-a-Mamma’s broader focus on more conscious choices across materials, manufacturing and packaging.
The brand’s infants’ unisex range uses GOTS-certified organic cotton, while its clothing is made with 100 per cent cotton and AZO-free dyes. Its denim is produced in ZDHC and ZLD compliant facilities, with lower water consumption compared with conventional denim production, according to the company.
Ed-a-Mamma also uses plastic-free buttons, nickel-free trims, recycled sewing threads and biodegradable packaging. The brand has incorporated initiatives such as seed balls to encourage children to engage with nature, while fabric scraps are upcycled into toys and keepsakes to reduce waste.
“Children see the world with so much curiosity. There’s an imagination and sense of possibility in the way they look at even the simplest things and over the last 6 years that has always been a big source of inspiration for us at Ed-a-Mamma,” said Alia Bhatt, Founder, Ed-a-Mamma.
“We wanted this collection to feel fun and expressive, but also comfortable and practical. Because that’s what children need from their clothes,” she added.
Bhatt said conscious decision-making remained an important part of the brand’s evolution, adding that Ed-a-Mamma aims to create products that children enjoy while being mindful of the environment.
Reliance Retail Partnership
Founded in 2020, Ed-a-Mamma has expanded beyond kidswear into maternity wear, early learning products and personal care products for babies and children.
In 2023, Reliance Retail Ventures Limited acquired a 51 per cent stake in Ed-a-Mamma, with the partnership aimed at expanding the brand’s reach.
The Autumn-Winter 2026 ‘The World Is Ours’ collection is available through Ed-a-Mamma’s website and stores across Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi.
