Myntra, an Indian fashion e-commerce company, has launched Bollywood actor Alia Bhatt’s Ed-a-Mamma kidswear brand.

The Ed-a-Mamma brand is said to offer organic and sustainable merchandise that are devoid of any harmful chemicals and are environment-friendly.

Myntra said that it supporting the cause of environment protection by providing its customers the option to make conscious choices in fashion by having initiatives such as ‘Myntra for Earth’ store that has more than 5500 styles from 70 brands.

The fashion e-commerce company said that the sustainable and organic range under kidswear provides more than 1,500 styles. The Ed-a-Mamma kidswear brand is also a part of this specific store, which mainly focuses on offering sustainable fashion options to customers.

Ed-a-Mamma has more than 200 styles to offer for boys and girls on Myntra. Its offerings range from t-shirts, shirts, tops, skirts, dresses, and more, which are all said to be natural fiber based and biodegradable.

The kidswear brand brand of Alia Bhatt is claimed to use dyes that do not contain harsh chemicals, has buttons that are free of any plastic, tags made of FSC certified paper that is harvested responsibly, and the nickel free metal trims.

Besides, the material of each clothing in the Ed-a-Mamma brand is designed to withstand multiple washes and last long, while the prints will encourage the curiosity and imagination of a kid.

The new kidswear brand is available on Myntra with a starting price of INR 299.

Ayyappan Rajagopal – Chief Business Officer at Myntra said: “We are extremely delighted to partner with Ed-a-Mamma, which is a major inclusion in our sustainable line-up, in the kidswear segment. Within the kids’ category at Myntra, there is a budding segment of organic and sustainable clothing, creating a strong base for itself.

“It has been encouraging to witness an increase in awareness and willingness to support the environmental cause among shoppers and we are leaving no stone unturned to collaborate, and pledge our support to the same. Kidswear is witnessing a YoY growth on Myntra and our wide consumer base and reach, is poised to build strong momentum for the Ed-a-Mama brand.”

  Alia Bhatt, Ayyappan Rajagopal, E-commerce company, Ed-a-Mamma, India, kidswear, Myntra