Ahead of EORS-14, Myntra Strengthens its Kids Wear Portfolio With Alia Bhatt’s Clothing Brand Ed-a-Mamma

From Greta Thunberg, Jamie Margolin to Isra Hirsi, the young guns have been inspiring youth around the world to take action on climate change and on the need for mindful and conscious consumption towards the positive health of the planet. Adopting a certain way of life gets shaped up from an impressionable age. Adding another page to that story is Alia Bhatt’s kids wear brand Ed-a-Mamma. Launched on Myntra ahead of EORS-14, the brand offers conscious clothing for kids in the age group of 2 and 14 years.

Over the last few years, Myntra has made steady efforts to support the cause of environment protection by offering its customers sustainable fashion choices. Our ‘Myntra for Earth’ store houses over 5500 styles from 70 brands. Ed-a-Mamma is the latest addition to ‘Myntra for Earth’, and we would say, a very cute one at that.

Ed-a-mamma kidswear on MYntra

The homegrown company which was started during the pandemic is practicing little things that can make a big impact over a period of time. Here is how the brand makes a serious case for sustainability:

Clothes that are made of natural fibres

Ed-a-Mamma clothing has been made from natural fabrics that are chemical-free, and biodegradable. The brand also offers an organic t-shirts range certified by Global Organic Textile Standard (GOTS). The clothes are also produced for long wear, which means children can share them with others as beautiful hand-me-downs.

The extra details

Besides the fabric, attention has been paid to little details to up the sustainability quotient of Ed-a-Mamma clothing line. With a strong focus on recycling, the brand makes hair bands or little potlis (pouches) with the leftover fabrics instead of getting rid of them. The buttons they have used are not made of plastic. The tags can be reused as a bookmark. The mantra is: why waste when you can reuse?

A chance to grow a tree

Every order is delivered with little seed balls which kids can plant. It can be a fun activity for both parents and kids to do together while doing their bit to help the environment. “Children are extremely caring, and if you created a planeteer at a young age, you have saved the planet for years to come,” Ed-a-Mamma founder Alia Bhatt says.

Ed-a-Mamma will also be a part of the EORS-14, scheduled to be held between 3rd to 8th July. The 14th edition of Myntra’s flagship sale will offer customers the opportunity to shop from over 400 brands in the kidswear category.

Relevant Read:

Myntra for Earth Offers its Customers a Choice of Sustainability


Related Articles

M-Express – Delighting Customers at Lightning Speed

Myntra customers share their M-Express experience.

The Story of Building Myntra Live…Through the Lens of a Product Manager

Multiple teams came together to create this one-of-a-kind platform.

Myntra Big Fashion Festival fuelled the growth of fashion, beauty and lifestyle brands on the back of strong customer demand

The event welcomed a record 1.2 million new customers from across the country.

Myntra Urges You to Stay Alert, Stay Safe

Myntra requests you to make note of a few things to avoid any fraudulent activities in your account.

Myntra Urges You to Stay Alert, Stay Safe

Myntra requests you to make note of a few things to avoid any fraudulent activities in your account.

Parents at Myntra share their excitement about the launch of Teens Store on Myntra

The one-of-a-kind Teens Store is a dedicated shopping alley for teenagers.

Five products from coveted French natural skincare brand, Caudalie, that you must try on Myntra Beauty

The Caudalie skincare products are natural, plant-based and very effective.

Myntra Beauty Onboards Jeffree Star Cosmetics this EORS, and We Can’t Keep Calm

Now you can shop your favourite products from Jeffree Star Cosmetics right here on Myntra!

Ahead of EORS, Myntra Brings Popular American Tween Girl Brand Justice to Its Platform

Myntra is expanding its tweens wear category with the launch of American tween girls’ brands – Justice.

Here is why you cannot miss EORS 15

The nation's biggest fashion carnival event, EORS, is almost here!