Alia Bhatt’s children’s clothing brand launches ‘Buy1Give1’ initiative

New Delhi: Ed-a-Mamma, a conscious clothing brand for children, kicks off 2021 by furthering its commitment towards enabling conscious clothing and giving back to the community. The Alia Bhatt-led playwear-for-children enterprise launched a Buy1Give1 initiative, which will provide basic clothing for underprivileged children, spreading the Joy of Giving.

For this initiative, every purchase made on the website will be matched with a garment donated by Ed-a-Mamma for a child in need. The brand has partnered with Goonj – a renowned NGO working across India that focuses on clothing as a basic, yet unaddressed need.

The brand caters to children in the age group of 2-14 years and is currently available on all major digital marketplaces. It encourages superior sustainable fashion in an affordable manner.

Alia Bhatt, Founder of Ed-a-Mamma, said, “With Ed-a-Mamma, I set out to create a world that…