- Alia Bhatt’s sustainable children’s clothing brand launched in the midst of the Covid-19 pandemic
Ed-to-MotherIt has grown more than 10x in the last 18 months.
- Alia Bhatt’s Ed-a-Mamma expanded its offline presence this quarter by introducing 16 retail stores spread across Indian metro cities like Mumbai, Delhi, Chennai and Hyderabad and is now focusing on expanding product categories.
- Business Insider India spoke to Iffat Jivan, head of business at Eid-a-Mama, about the future.
Sustainable fashionIn India.
- As Jivan told us
Affordable sustainable fashionThis is achievable and in the future.
It is said that by 2050, India will need a landfill the size of its capital, New Delhi.
While awareness of sustainable fashion is growing and consumers are willing to make more environmentally friendly choices, affordability has become a major problem.
A recent Kantar India report said that despite inflation, “people’s desire for sustainability has not eroded.” The cost of living crisis reminds us that for green products to be mainstream, they must be affordable for sustainability. Brands that offer sustainable options at affordable prices will be preferred.
Actress-entrepreneur Alia Bhatt’s children’s clothing company Ed-Mama has done just that – bringing down the cost of its sustainable clothes.
Ed-Mama clothes are priced between 399 and 1,899 riels.
If more brands lower their prices and focus on giving back to consumers, sustainability could see greater adoption in the country, which Ed-A-Mama’s business head Iffat Jivan believes is challenging but possible.
“if so [sustainable] Brands are… more affordable, there’s no reason why someone wouldn’t want to buy a sustainable product because you’re actually contributing to the planet, the environment, and at the same time, you’re not burning a hole in yourself. Pocket,” Jeevan told Business Insider India.
Why are durable clothes expensive?
Sustainable clothing is made from organic fibers – free from pesticides and synthetic fertilizers and causing zero harm to mother earth – that are hard to source. This is why sustainable clothing becomes more expensive as the cost is passed on to consumers.
Ed-Mama sources all of its organic fibers from India, which has helped the brand to sell its clothes at prices similar to those of fast-selling brands.
“If you have to put out a regular product, it’s probably 1/10th of the effort you put into a sustainable product. So people [brands] They are getting paid for their efforts. In our case, our efforts are more for the environment. If people go the way we have gone, the price should come down,” Jeevan shared.
When a sustainable brand operates on a small scale, arriving at a cost-effective pricing strategy can be challenging.
However, Jivan hopes that the industry will change when brands take matters into their own hands.
“I can tell you for sure [affordable sustainable fashion] It is not unattainable. People today want to be paid for the effort they are putting into bringing that product to life, we take that on ourselves and pass the benefit on to the customer. It’s something that comes from brand thinking. It is definitely achievable. “You just have to make it work badly enough to pass it on to a client and make it big,” Jeevan told Business Insider.
Alia Bhatt’s brainchild
In the year Born in October 2020 at the height of the Covid-19 pandemic, Alia Bhatt’s Eid-a-Mama is one of the first products in the sustainable children’s wear category.
“This was actually Alia’s ultimate dream and her vision to educate children about a possible alternative lifestyle. Talk directly to parents and kids because catching kids young and giving them alternative lifestyle options can sow the seeds of being environmentally conscious, Jeevan said.
Eid-a-Mama expanded its offline presence this quarter by introducing 16 retail stores spread across Indian metro cities like Mumbai, Delhi, Chennai and Hyderabad and is now focusing on expanding its product categories.
“We have grown more than 10x in the last 18 months. And now we have moved to a brick and mortar location,” said Jeevan.
“Last year, we clocked around seven thousand birr (in sales). This year the number will definitely more than double because we have added on more categories. We are looking at crossing at least 20 lakh units this year,” Jeevan added.
Ed-Mama is currently valued at 200 crores.
The sustainable fashion industry is currently valued at around $24 billion in India, says Jeevan, which she believes is a fraction of the industry’s full potential. In the coming years, the industry will only get bigger and better as more Indians embrace sustainable fashion, she added.