Not only known as an actress, but Alia Bhatt is also a producer, entrepreneur, philanthropist and investor. It’s not just being in front of the camera, the actress has also kicked off her production house and is the founder of the children’s clothing brand Ed-A-Mamma. Speaking of 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.
Alia Bhatt reveals the inspiration behind the naming of her brand Ed-A-Mamma
About how Ed-A-Mamma came to be, Alia shared: “Actually, the way Ed-A-Mamma happened was a byproduct of a conversation we had about starting our own clothing line. And I was really not sure about it. if people really cared. They come to see my movies, but just because I’m starting a clothing line doesn’t mean they’re going to buy it, too. So I asked my team to do a little research and said, okay “Let’s find the gap in the market. Turns out there was a real gap because there wasn’t a strong homegrown clothing brand for Indian kids. I wondered why I wouldn’t investigate that. I had no idea how much the gap was.” When the process such as research and development started, it was an eye-opener.”
Alia elaborated on choosing such a brand name, saying, “My cat’s name is Edward and I’m his mommy. So Ed-A-Mamma! Because in the end, it’s the moms who shop for their babies, at least most of the time! Fathers too, but still. At the time, I was also working on this children’s storybook of this young girl and her dog going on these adventures. It was my way of nurturing this love in children for nature, because I’m very passionate about that.”
“The realization that we as humans on this planet must have is a responsibility that we must 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 with a storybook and then it merged with the idea of a clothing brand for the kids. That’s where the idea of Ed-A-Mamma came from,” she concluded.
Read also: Ayan Mukerji reveals teaser of original version of ‘Kesariya’ dance mix by Ranbir Kapoor-Alia Bhatt starrer Brahmastra
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