Source ForPressRelease.com

Ed-a-Mamma, the purpose-driven children's lifestyle brand founded by Alia Bhatt, today announced its entry into the baby and kids personal care category, marking a key step in the brand's multi-category growth journey. This expansion goes beyond apparel, toys, books, and bedding into everyday essentials designed for conscious families, bringing safety, sustainability, and care into daily routines.



The category was unveiled at a marquee launch event at Jio World Drive, Mumbai, where Alia Bhatt introduced the full product portfolio and shared the brand film highlighting a simple, universal insight - every parent wants to keep their children safe. The film also celebrates parenting as a shared, everyday journey. A panel discussion followed, bringing together experts across paediatrics and dermatology as well as parents to discuss ingredient safety, sustainability, and the evolving needs of today's families.



The 'Your Baby Safe' range includes skin, bath, hygiene, and laundry care products - covering head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry detergent. All formulations are dermatologically tested, paediatrician-recommended, hypoallergenic, and created using plant-derived actives. The products are vegan, cruelty-free, and free from parabens, sulphates, talc, mineral oils, artificial dyes, and harsh chemicals.



Speaking on the expansion, Alia Bhatt, Founder, Ed-a-Mamma, said, "Ed-a-Mamma has always been about growing with families, listening 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. Parenting is a shared journey, and through this expansion we want to support moms, dads and caregivers with essentials that are gentle, thoughtful and sustainable."



In line with Ed-a-Mamma's sustainability commitments, every unit sold diverts 0.5 kg of plastic waste through verified Indian waste recovery programs, reducing environmental impact and supporting livelihoods for waste workers. This effort not only mitigates environmental impact but also makes the brand plastic positive, reflecting the brand's integrated environmental and social impact model.



Alia further added, "We spent a lot of time thinking about packaging, because being conscious has always been part of who we are. Recycled plastic isn't always safe for baby care, so we chose virgin, food-grade bottles - but we're taking responsibility for the planet too. Every bottle we make is part of our plastic-positive approach, helping to divert more plastic from landfills than we use."



The personal care portfolio supports Ed-a-Mamma's omni-channel expansion strategy and will be available on its D2C platform www.edamamma.com and flagship stores across Mumbai, Pune, Noida, Hyderabad and Bengaluru. The addition aligns with the brand's broader expansion plans as it builds presence within India's evolving baby and family care market.