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MUMBAI, 16th January 2025: Ed-a-Mamma, India’s leading conscious kids wear brand, is all set to introduce a wide and vibrant assortment of sustainable toys and accessories for children. Founded by actor Alia Bhatt, the brand is deepening its commitment to creating imaginative, eco-friendly products that support the growth and development of young minds.
The new collection features a diverse selection of toys, accessories, and more — from playful plushies and dolls to stylish bags and fun hair accessories. Each product reflects Ed-a-Mamma’s core values of sustainability and thoughtful design, using storytelling to inspire kids’ curiosity while staying kind to the planet.
Talking about the foray into these new categories, Alia Bhatt said “At Ed-a-Mamma, our journey has always been about creating a universe where creativity, sustainability, and storytelling come together. As a homegrown brand, we’ve built a strong foundation in kids wear, and now we’re excited to expand that world with our new collection of toys, bags, and accessories. Each new offering is designed to inspire young minds, spark their imagination, and nurture a sense of responsibility towards the planet. We can’t wait to see how these new additions continue to inspire our mini planeteers.”
A standout feature of these new offerings is their thoughtful use of eco-friendly materials, paired with visually appealing designs. The collection is also packaged sustainably, reflecting Ed-a-Mamma’s ongoing efforts to reduce its environmental impact. In line with its mission, the brand has partnered with Kalaa Sakhi, an NGO that empowers underprivileged women, to craft products handcrafted hair accessories. The sling bags are made with kauna grass, plush toys and dolls are made from upcycled fabric and recycled PET bottle filling. Reinforcing the brand’s commitment to circularity and conscious consumerism, it is a completely sustainable range.
The new toys are priced between INR 799 and INR 3,499, while the accessories and non-apparel items range from INR 599 to INR 3,999 — making them perfect gifts for the little ones. Through these thoughtfully designed products, Ed-a-Mamma continues to lead the way in sustainable kids’ products that combine style, play, and purpose.
