Not only known as an actress, but Alia Bhatt is also a producer, entrepreneur, philanthropist, and investor. It is not just being on camera, the actress has also kicked off her production house and is the founder of the kids apparel brand Ed-A-Mamma. Speaking about the clothing line, and the uniqueness of its name, the Brahmastra actress had interesting anecdotes to share when she recently attended the Forbes event, Tycoons of Tomorrow.
Speaking about how Ed-A-Mamma came into being, Alia shared, “Actually, the way Ed-A-Mamma happened was a byproduct of a conversation we were having about me starting a clothing line of my own. And I was really not sure whether people really care about it. They come and watch my movies but just because I am starting a clothing line doesn’t mean they will come and buy it. So I asked my team to do a little bit of research and said okay, let’s find the gap in the market. Turns out there was a genuine gap as there was no strong homegrown Indian kids wear clothing brand. I wondered why not explore that. I did not have an idea of how much the gap was. When the process like researching and developing began, it was an eye opener.”
Further elaborating on choosing such a brand name, Alia said, “My cat’s name is Edward and I am his Mama. So, Ed-A-Mamma! Because at the end of the day, mothers are the ones that shop for their babies, at least most of the time! Fathers also do but still. At that point of time, I was also working on this children’s storybook of this young girl and her dog who go on these adventures. It was my way of nurturing this love in children for nature because that’s something I am very passionate about.”
“The awareness that we should have as people living on this planet is a responsibility that we should bring to the table. And the best way to cultivate that for the future is to instill those habits in a way that interests the child. So it started off with a story telling book and then it merged with the idea of an apparel brand for the kids. That’s where the idea of Ed-A-Mamma came from,” she concluded.
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