Mothercare India, a prominent retailer of the globally recognized baby clothing and essentials brand, has officially declared its strategic partnership with Ed-a-Mamma, a brand known for its sustainable children’s and maternity wear. Ed-a-Mamma’s exclusive maternity and nursing wear collection, specially designed for Mothercare India, will now be accessible at designated Mothercare outlets throughout India and on their respective websites.
This collaboration positions Ed-a-Mamma to significantly expand its offline footprint across the entire Indian subcontinent. The alliance is set to enhance the overall shopping experience for customers by providing a more engaging and interactive in-store environment at select Mothercare locations.
Alia Bhatt, expressing her enthusiasm about the collaboration, stated, “We launched the Ed-a-Mamma Maternity and Nursing collection because I felt that my personal wardrobe lacked any ‘bump-friendly clothes’. And ever since then, we have received so much love that we are now launching an all-new collection, for our mamma beans exclusively designed for Mothercare.”
The new collection, designed exclusively for Mothercare, features breathable casuals and stylish loungewear, offering lightweight, soft, and comfortable fabrics. Alia Bhatt emphasized the versatility of the clothing line, describing them as “clothes to live in – through your pregnancy and beyond.”
Ed-a-Mamma’s range includes an assortment of dresses, shirts, tops, and lounge sets crafted from sustainable fabrics such as lyocell, linen, cotton dobby, and poplin. The collection incorporates thoughtful design elements such as Y plackets and front openings, catering to the practical needs of everyday use during all stages of motherhood – from pregnancy and post-delivery to nursing.
Aligned with the brand’s commitment to sustainability, the collection is made using natural fiber-based biodegradable fabrics, safe AZO-free dyes, nickel-free trims, and plastic-free buttons. Alia Bhatt emphasized the brand’s commitment to sustainability, stating, “These are clothes to live in – through your pregnancy and beyond, and I am so excited about bringing this to Mothercare customers.”
Starting this month, Ed-a-Mamma’s maternity and nursing wear, priced from Rs 1,299, will be available for purchase at select Mothercare stores across India.
