Ed-a-Mamma Launches Baby and Kids Personal Care Range Focused on Safety and Sustainability

Ed-a-Mamma, the children’s lifestyle brand founded by Alia Bhatt, has announced its entry into the baby and kids personal care category. This marks an expansion of the brand beyond apparel, toys, books, and bedding, into everyday care essentials designed for families seeking safety, sustainability, and mindful choices in daily routines.

The new category was introduced at Jio World Drive, Mumbai, in the presence of Alia Bhatt. The launch also featured the premiere of the Your Baby Safe digital film, followed by a panel discussion with paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah, and parents Durjoy Datta and Avantika Mohan. The discussion focused on ingredient safety, sustainability, and the changing needs of modern families.

The baby and kids personal care range is built around Ed-a-Mamma’s Gentle, Kind, Conscious promise. The collection includes head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry care products. All items are dermatologically tested, hypoallergenic, and paediatrician-recommended. The formulations use 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.”

The launch aligns 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 also focus on enabling safe and dignified livelihoods for waste workers.

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.