Alia Bhatt Expands Ed-A-Mamma Into Baby Care

Actor and entrepreneur Alia Bhatt has expanded her sustainable brand Ed-A-Mamma into the kids and baby personal care segment, marking a major step after Reliance Retail Ventures Ltd acquired a 51% stake in the company in 2025.

The brand aims to become a one-stop destination for mothers and children, offering products related to clothing, personal care, growth, and learning.

New Baby Care Products Launched

Ed-A-Mamma has introduced a new range of baby and kids personal care products, including:

• Baby wash

• Baby oil

• Baby lotion

• Talc-free powder

• Rash balm

Personal care is a fast-growing but highly competitive FMCG category, and the company is using Reliance Retail’s scale and distribution to strengthen its presence in this segment.

Focus on Sustainable and Affordable Products

Alia Bhatt said the brand believes in measured and sustainable growth, focusing on trust, quality, and eco-friendly practices. Ed-A-Mamma aims to make all products accessible and affordable for Indian families.

Plans for Teenage Wear and Pet Care

The company plans to re-enter the teenage wear and care segment after pausing an earlier limited launch called Ed-Heads. The brand is taking time to understand teenage needs before a full-scale rollout.

Ed-A-Mamma is also exploring the pet care segment, with the vision of creating an experience-led and affordable brand in the space.

Expansion Into Books and Learning

The brand has launched its first children’s book, “The Adventures of Ed-A-Mamma,” and is currently working on two more titles as part of its learning and entertainment expansion.

India’s Growing Baby Care Market

India’s baby care market is projected to grow from $34 billion in 2023 to $60–66 billion by 2028, driven by rising childcare awareness, increasing disposable incomes, urbanization, and a young population.

Alia Bhatt’s Investment Strategy

Beyond Ed-A-Mamma, Bhatt continues to invest in fast-growing consumer brands across sports and activewear, comfort wear, and food and beverage segments. She currently backs companies such as Nykaa, Phool, and Superbottoms.

She focuses on supporting brands that address long-term consumer needs rather than short-term trends.

About Ed-A-Mamma

Founded in 2020, Ed-A-Mamma began as an online children’s apparel brand for ages 2 to 12. It later expanded into maternity wear, infant and toddler clothing, and now personal care, while maintaining a strong focus on sustainability through eco-friendly initiatives.