Brand story

Ed-a-Mamma was launched in 2020 with values of sustainability and ethical fashion practices.

With a mission to change the world, one product at a time, the brand caters to children in the age group of 0-1 years, pregnant women, nursing mothers and now, infants.

The primary reason for Alia Bhatt to establish this brand is to instil a love for Mother Nature in children from a very young age, believing that children will continue to take care of everything they love, throughout life. The entrepreneur identified a gap in the market for a good quality, conscious yet affordable kids-wear brand that was home grown.

Iffat Jivan, Chief Operating Officer, Ed-a-Mamma talks about the brand journey as she explains, “ It’s thoughtfully designed for the planet and its children alike, Ed-a-Mamma uses storytelling to catch them young and seed messages about the importance of conservation. The elements that set our brand apart from its competitors revolve around offering a variety of durable conscious clothing that is trendy, comfortable, fashionable and affordable - started with 160 options and now has over 1,800 options.”

The brand production facilities are Supplier Ethical Data Exchange (SEDEX) and 100 percent Global Organic Textile Standard (GOTS) certified organic cotton for some of its premium lines. Ed-a-Mamma intends to make conscious fashion a simple choice that is attainable by changing the perception of sustainable living being a luxury.

Change maker

When we think of sustainability, the first thing that comes to mind is expensive. That’s the mindset that Ed-a-Mamma is trying to change - by making their clothes accessible to a wider consumer base. The brand consumer base targets parents of young children between the age of 25-40 years, also the expecting and nursing mothers, adolescents and teens.

The brand’s underlying goal is not only just to drive sales but establish a sense of responsibility towards mother earth as a brand. It conveys a message to the parents that while the kids may outgrow their clothes, but they will not get worn out and can be passed down to siblings and friends.

Responsible manufacturing

The brand actively indulges in extensive market research, wardrobe study and trend analysis to gather as much data as possible on planning its forthcoming seasons. That apart, they have also migrated to a much sophisticated technology enablers that can cater the needs of the future.

As a sustainable brand, Ed-a-Mamma ensures ethical practices throughout the product lifecycle right from designing to manufacturing and the final product. All the factories of the brand are Sedex approved which ensures responsible manufacturing. The brand’s production facilities are fully compliant and every product is screened through a needle detector machine.

Another aspect on the product forefront by the brand is the use of e-technology to deliver products like green denims that ensures zero liquid discharge while manufacturing, unlike traditional denims that consumes immense volumes of water.

The brand offers a collection of clothes made from organic cotton, and the brand’s efforts have been recognised by People for the Ethical Treatment of Animals (PETA) too, for which Ed-a-Mamma has received the title of “Best Vegan Kidswear Brand”.

Ed-a-Mamma has been built on strong credentials and is passionate about every small detail, as Iffat Jivan says, “With every garment, the brand gives away a seed ball to encourage kids to grow their own plants and care for nature. The brand only uses natural and biodegradable fibers and not polyester or any other man-made fiber. This includes even winter wear like sweaters. Trims and buttons are nickel and plastic free. Fabric scraps are repurposed to make potli bags and hairbands. Even the tags are designed to be reused as bookmark. In terms of dyes and colours, Ed-a-Mamma only uses azo-free dyes that are safe for kids. The brand has special safety standards which are set internally by the technical and quality team. So, everything that goes into production is tested. The manufacturing team also has a battery of tests that is run at the nominated laboratory and all vendors have to follow those protocols.”

Product offering and expansion

Ed-a-Mamma currently offers; infant wear from the age of 0-3 years, kids wear from 4-11 years, teen clothing line from 11-17 years, maternity wear and nursing wear.

Expansion is an important process for a brand and Iffat Jivan is fully geared on this front as she quotes, “Clothing is only our first offering and we aim to grow bigger and better each year - and play a key role in the growth of a child. In addition to launching seasonal collections, we plan to launch books for kids - it’s something that we have been working on and it’s how the journey of Ed-a-Mamma really started - stories about a little girl and her dog having different adventures to save the planet from ecological harm.”

Nurturing the love for nature is an important aspect for the brand as she further adds, “Eventually, we plan to turn these books into an engaging animated series for kids. We’re also considering investing in learning toys for all age groups. We want to get into everything kids’ related - right from when they open their eyes in the morning, to when they’re down for the night, we are hoping Ed-a-Mamma can be part of every child’s story and I’m excited to watch an entire generation grow up using Ed-a-Mamma.”

Retail move

The brand is currently present in 19 multi brand outlets (MBO) and large format stores (LFS) like Lifestyle with their 22 retail points and in Azorte with their 2 outlets. 

Apart from this, the brand has started as an online direct-to-consumers (D2C) brand and, over the last 2 years Ed-a-Mamma has seen:

- An average growth of over 300 percent year-on-year. In the first year of establishment, the brand touched a level of 1000 percent. 

- They have 2000 plus styles live on our website in 2 years, up from 160 styles in our first collection.

- Launched 4 new categories in the last quarter - maternity, teens, a nursing collection

and now they have launched the entire product profile for babies.

- The company claims that they are among the top 5 brands on major marketplaces like Ajio and Myntra.

- And are among the first kids wear brands to foray into new categories like green denims.

Exclusive outlets promise a brand positioning in the consumers mind and Iffat Jivan replied on this expansion front as she says, “Hopefully we’ll be able to launch our exclusive stores later this year; a place where the kids and their parents can truly experience the world of Ed-a-Mamma. Furthermore, this is our year to build scale and we are planning to expand to the Middle East in the next 6 months and eventually move to Europe and US.  Ed-a-Mamma is also now available on amazon.com, shipping globally.”

Spring summer collection

The brand SS '23 collection is all about celebration! Ed-a-Mamma through their campaign and its collection is celebrating the spirit of the spring-summer season with a splash of colour, joy and positivity. In line with the brand’s ethos of ‘Children of Mother Earth,’ the latest collection is designed to help nurture in children a love of nature and build a conscious generation.

The new range presented by the brand is the perfect amalgamation of elevated fashion trends designed with joyful aesthetics. Iffat Jivan creatively defines this, “We are leveraging the state-of-the-art manufacturing techniques, the collection is made of natural fiber based biodegradable fabrics, safe AZO-free dyes, nickel free trims and plastic free buttons. The colour palette of the collection brings forth everything from vibrant pops of sky blues, verdant greens, fluorescent neon, cloud-like whites, along with earthy neutrals.” She further adds, “The new collection is designed to keep the kids comfortable and cool, the fit features an array of playful explorations - quirky prints, text driven styles, doodle expressions, colour blocking designs, nautical graphics and more. Available in a variety of styles for girls and boys, the collection includes fun co-ord sets, graphic t-shirts, playful dresses, smart casuals and sporty fits.”

Progressive

Ed-a-Mamma has positioned itself as an affordable brand that is sustainable and has managed to achieve scale with their omnichannel presence.With so many kids wear brands out there; Ed-a-Mamma is a home grown brand that defies its competition. It’s definitely got something special and has quickly become a favourite to its consumers with a great future moving ahead.