Ed-a-mamma, Alia Bhatt’s conscious children’s wear brand, has launched an initiative to give clothing to underprivileged children, donating a garment for each one purchased from the brand.
Ed-a-new mamma’s ‘Buy1Give1’ initiative will provide a piece of basic clothing to an underprivileged child for each garment purchased on its e-commerce store, according to a press release issued on January 20. The initiative will be run in collaboration with the NGO Goonj, which works to distribute clothing to people in need across India.
Ed-a-Mamma retails clothing for children ages two to fourteen through its dedicated e-commerce store as well as a variety of multi-brand online platforms. The brand also intends to hold its first-ever offline pop-up shop at The White Crow on Jio World Drive in Mumbai, in order to engage parents and children with the brand.