~ A gentle, expert-approved range crafted to keep Your Baby safe~
Ed-a-Mamma, the purpose-driven children’s lifestyle brand founded by Alia Bhatt, today announced its entry into the baby and kids personal care category, marking a key step in the brand’s multi-category growth journey. This expansion goes beyond apparel, toys, books, and bedding into everyday essentials designed for conscious families, bringing safety, sustainability, and care into daily routines.
The new category was unveiled at Jio World Drive, Mumbai, in the presence of founder, Alia Bhatt, alongside the premiere of the Your Baby Safe digital film and an intimate panel discussion with paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah and parents Durjoy Datta and Avantika Mohan. The conversation focused on ingredient safety, sustainability, and the evolving needs of today’s families.
Built around a Gentle, Kind, Conscious promise, the range includes thoughtfully formulated essentials for everyday baby care, including head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry care. All products are dermatologically tested, hypoallergenic, and paediatrician-recommended, made with natural, plant-derived actives, and are vegan, cruelty-free, and free from parabens, sulphates, talc, mineral oils, and harsh chemicals.
Speaking on the expansion, Alia Bhatt, Founder, Ed-a-Mamma, said, “Ed‑a‑Mamma has always been about growing with families, listening to what parents need and creating products that feel safe. Expanding into baby care is an exciting new chapter for the brand, because we’re all about making everyday routines a little easier. Parenting is a shared journey, and through this expansion we want to support moms, dads and caregivers with essentials that are gentle, thoughtful and sustainable.”
In line with Ed-a-Mamma’s sustainability commitments, for every unit purchased, 0.5 kg of plastic is kept out of nature and landfills through supported waste recovery initiatives in India. These programmes go beyond plastic removal to enable safe, dignified livelihoods for waste workers, reinforcing the brand’s belief that responsible choices, however small, can create meaningful impact for both people and the planet.
Alia further added, “We spent a lot of time thinking about packaging, because being conscious has always been part of who we are. Recycled plastic isn’t always safe for baby care, so we chose virgin, food-grade bottles – but we’re taking responsibility for the planet too. Every bottle we make is part of our plastic-positive approach, helping to divert more plastic from landfills than we use.”
Brand DVC: Introducing Ed-a-Mamma’s babycare
The Your Baby Safe range is now available on www.edamamma.com and at Ed-a-Mamma flagship stores across Mumbai, Pune, Noida, Hyderabad and Bengaluru.
Ed-A-Mamma Expands Its Universe With The Launch Of Baby Care