Mothercare India, a renowned baby clothing and essentials retailer, has formed a special partnership with Ed-a-Mamma, a sustainable brand focusing on kids and maternity wear. Ed-a-Mamma’s maternity and nursing wear collection, specially crafted for Mothercare India, is set to grace selected Mothercare stores throughout India and their respective websites.
This strategic alliance not only allows Ed-a-Mamma to enhance its offline presence nationwide but also promises customers a more engaging and interactive in-store shopping experience.
Expressing her excitement about the collaboration, Alia Bhatt shared, “We introduced the Ed-a-Mamma Maternity and Nursing collection to address the need for ‘bump-friendly clothes’ in my personal wardrobe. The overwhelming love we received has led to the launch of a brand-new collection exclusively designed for Mothercare. Featuring breathable casuals and stylish loungewear, the clothing line boasts lightweight, soft, and comfortable fabrics. These are clothes to live in – throughout your pregnancy and beyond, and I am thrilled to bring this to Mothercare customers.
Ed-a-Mamma’s range includes an assortment of dresses, shirts, tops, and lounge sets made from sustainable fabrics like lyocell, linen, cotton dobby, and poplin. The collection, designed with Y plackets and front openings, caters to all stages of motherhood – from pregnancy to post-delivery and nursing. Following the brand’s commitment to sustainability, the collection uses natural fiber-based biodegradable fabrics, safe AZO-free dyes, nickel-free trims, and plastic-free buttons.
Starting this month, Ed-a-Mamma’s maternity & nursing wear, priced from Rs 1,299, will be accessible for purchase in selected Mothercare stores across India.
