Alia Bhatt-backed Ed-A-Mamma enters baby personal | Indian Movie News
Alia Bhatt-backed kids’s lifestyle model Ed-A-Mamma is broadening its product portfolio with the launch of a children and baby personal care vary, marking the latest part in its strategic enlargement after Reliance Retail Ventures Ltd (RRVL) acquired a 51% stake in the business in 2025. The transfer positions the model to faucet into India’s quickly growing childcare section, according to an interview the actor and entrepreneur gave to Mint.
The new product vary contains baby wash, oil, lotion, talc-free powder and rash balm, signalling a shift past attire into fast-moving client items. “Like most FMCG categories, personal care is a fast-growing segment in a very crowded market. But the dream is for Ed-A-Mamma to be a one-stop shop for all things related to the child and mother in terms of wear, care, growth, and entertainment,” Bhatt said.
In 2025, Reliance Retail Ventures acquired a majority stake (51%) in Ed-A-Mamma, enabling the model to broaden its attain into new classes including personal care, baby furnishings, kids’s storybooks and even an animated sequence. Bhatt described venturing into personal care as “the first thing we needed to do after the Reliance acquisition happened because we needed the support and might of the company to get into this large and crowded category.”
Founded in 2020, Ed-A-Mamma started as an online attire label for kids aged 2 to 12 years before increasing into maternity put on and toddler merchandise. The partnership with Reliance comes at a time when the baby care market in India is forecast to grow from around $34 billion in 2023 to $60–66 billion by 2028, pushed by rising awareness, increased disposable incomes and urbanisation.
Beyond baby and children personal care, Bhatt signalled curiosity in additional diversifying the model’s choices. She said Ed-A-Mamma is exploring re-entering the teenage put on class — following a restricted drop in the past — and is also contemplating a pet care vertical. “We want to take our time with identifying what the product for our teens range is … and make all our products extremely accessible and affordable,” she explained.
In addition to its product expansions, Ed-A-Mamma has already launched its first kids’s e book, The Adventures of Ed-A-Mamma, with two additional titles in the pipeline, underlining the model’s intention to construct a broad lifestyle ecosystem past bodily merchandise.
Also Read: Alia Bhatt shares pleasure for Shahid Kapoor’s O’Romeo forward of first look reveal: “Can’t wait”
Alia Bhatt-backed Ed-A-Mamma enters baby personal | Watch Online Free
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