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Bollywood actor Alia Bhatt plans to expand her fashion direct-to-consumer (D2C) startup Ed-a-Mamma to the UAE and Europe next year.
The actor told PTI that Ed-a-Mamma is her first startup focused on providing children with sustainable clothing at affordable prices.
“I want to focus on expanding outside of India and adding more categories to the brand. We started with a childrenswear brand and this year will be launching maternity.
“I want to expand more into the baby space. I even want to add more vertical categories inside and outside the home care space,” Bart said when asked about her plans for the next two or three years.
Ed-a-Mamma launched in October 2020 when Bhatt found a lack of world-class homegrown brands that offered kids sustainable clothing options at affordable prices.
The company has been selling through online platforms such as FirstCry, AJIO, Myntra, etc.
When asked about international business plans, the actor said: “The UAE is at the top of our list. Once it starts, I think by next year we should be up in the UAE and then expand into Europe. Maybe, a year Then, focus on the rest of the world,” Barth said.
The actor arranged for a team of 60 people to work in the company.
She said Ed-a-Mamma started with 160 options and now has more than 1,800 options, which are designed and manufactured by the company in its own factory.
“For the first two years, I didn’t connect my name to the brand to test if a product would sell on its own. In the last three months, our sales have grown 10x. Now we’re in retail. We’ve partnered with Lifestyle and Shoppers Stop collaboration. By the end of this month, our products will be available in 40 stores,” Bhatt said.
The actor said that beyond business, Ed-a-Mamma as a brand is more about storytelling to better understand the planet and sensitize children to it.
“You invest in children because you want them to be more planet-sensitive, and future generations should have the same spirit. Storytelling should connect in every way. While retail is one part of it, education and storytelling is another part of it. This Also something I wanted to see,” Bhatt said.
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