Bollywood actor actor Alia Bhatt has launched her own sustainable kidswear brand called 'Ed-a-Mamma'.
The startup specialises in clothes for boys and girls, between 2-14 years, made from natural fabrics.
In an Instagram post, the actor shared that the tags on the garments can be used as bookmarks and the buttons are not made from plastic. The leftover fabric is converted into hair ties or potlis, she said.
The homegrown brand rests on the vision of being atmanirbhar and going vocal for local. She further added that she plans to launch a series on TV, children's books and toys.