Ed-a-Mamma, the purpose-driven children’s lifestyle brand founded by Alia Bhatt, has entered the baby and kids’ personal care segment with its new range, Your Baby Safe, accompanied by a heartfelt campaign film that emphasizes safety, trust, and gentle care. The launch event was held at Jio World Drive, Mumbai, and featured a life-sized product installation, a pop-up, and the premiere of the campaign DVC.
Video Link: https://www.instagram.com/reel/DTRxAhLk07j/?igsh=MWQ2NTZ1ejAyd2J3Mg==
The film captures everyday parenting moments-from checking a bottle’s temperature to bedtime routines-highlighting that true safety comes from thoughtful, gentle choices. Alia Bhatt moderated a panel discussion with pediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah, and parent influencers Durjoy Datta and Avantika Mohan, exploring themes of baby safety, label literacy, and conscious parenting.
The Your Baby Safe range includes head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry care products. All items are dermatologically tested, hypoallergenic, vegan, cruelty-free, and free from parabens, sulphates, talc, mineral oils, and harsh chemicals, formulated with natural, plant-derived actives.
Highlighting the brand’s planet-first philosophy, Ed-a-Mamma follows a plastic-positive approach, removing 0.5 kg of plastic from nature for every bottle, pump, or box purchased, while supporting safe livelihoods for waste workers.
Alia Bhatt said, “Every small decision parents make is about keeping their child safe. This range reflects those quiet, meaningful moments, providing choices parents can trust without complicating care.”
The Your Baby Safe line is now available at www.edamamma.com and Ed-a-Mamma flagship stores in Mumbai, Pune, Noida, Hyderabad, and Bengaluru, offering parents a thoughtful, trustworthy approach to daily baby care.
