Alia Bhatt-founded brand enters baby personal care segment
Ed-a-Mamma entered the baby and kids personal care segment with the launch of its ‘Your Baby Safe’ range, expanding the Alia Bhatt-founded children’s lifestyle brand beyond apparel and accessories into everyday baby care essentials.
The new portfolio spans skin, bath, hygiene and laundry care, and includes baby wash, lotion, massage oil, talc-free powder, anti-rash balm, wet wipes and laundry detergent, the company said.
The category was unveiled at an event in Mumbai, where Bhatt introduced the product range and showcased the brand film built around child safety and shared parenting. The event also featured a panel discussion with paediatricians, dermatologists and parents on ingredient safety, sustainability and the evolving expectations of Indian families.
According to the company, all products in the ‘Your Baby Safe’ range are dermatologically tested, paediatrician-recommended and hypoallergenic, and use plant-derived actives. The formulations are vegan and cruelty-free, and do not contain parabens, sulphates, talc, mineral oils, artificial dyes or harsh chemicals.
“Ed-a-Mamma has always been about growing with families and responding to what parents need and creating products that feel safe. Expanding into baby care is an exciting new chapter for the brand, because we’re all about making everyday routines a little easier,” Ali Bhatt, Actor and Founder, Ed-a-Mamma, said.
Sustainability remains a key focus of the brand’s strategy. Ed-a-Mamma said it will divert 0.5 kg of plastic waste for every unit sold through verified waste recovery programmes in India, making the brand plastic positive while supporting livelihoods in the waste management ecosystem.
Bhatt said the company opted for virgin, food-grade plastic packaging for safety reasons in baby care products, while offsetting its plastic use through recovery initiatives. “Every bottle we make is part of our plastic-positive approach, helping divert more plastic from landfills than we use,” she said.
The personal care range will be available through Ed-a-Mamma’s direct-to-consumer website and its flagship stores across Mumbai, Pune, Noida, Hyderabad and Bengaluru. The launch aligns with the brand’s broader omni-channel expansion plans as it builds a larger presence in India’s growing baby and family care market.
