Indian kidswear brand Ed-a-Mamma has announced its expansion into sustainable toys and accessories. The new collection includes plush toys, dolls, sling bags, and hair accessories, all crafted using eco-friendly materials and sustainable packaging.
Founded by actor Alia Bhatt, the brand is focusing on creating products that encourage creativity, imagination, and environmental responsibility among children. Speaking on the launch, Bhatt stated, “Our journey has always been about creating a universe where creativity, sustainability, and storytelling come together. With this new collection, we aim to inspire young minds and nurture a sense of responsibility towards the planet.”
The collection features materials such as kauna grass for sling bags, upcycled fabric and recycled PET bottle filling for plush toys, and handcrafted hair accessories made in partnership with Kalaa Sakhi, an NGO supporting underprivileged women.
The toys are priced between Rs 799 and Rs 3,499, while accessories range from Rs 599 to Rs 3,999. The launch aligns with the brand’s commitment to circularity and eco-conscious consumerism.
