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Ed-a-Mamma and Mothercare form a strategic partnership

News update

Mothercare India, a leading retailer of the globally recognized babywear and essentials brand, has officially declared its strategic partnership with Ed-a-Mamma, a brand known for its sustainable baby and maternity wear. Ed-a-Mamma’s exclusive collection of maternity and nursing wear, specially designed for Mothercare India, will now be available at designated Mothercare stores across India and on their respective websites.

This collaboration positions Ed-a-Mamma to significantly expand its offline footprint across the Indian subcontinent. The alliance is intended to improve the overall shopping experience for customers by providing a more engaging and interactive store experience at selected Mothercare locations.

Expressing her excitement about the collaboration, Alia Bhatt stated, “We launched the Ed-a-Mamma maternity and nursing collection because I felt that my personal wardrobe lacked any ‘bump-friendly clothing’. And since then we’ve received so much love that we’re now launching a brand new collection of our mamma beans exclusively for Mothercare.”

Designed exclusively for Mothercare, the new collection features breathable casual and stylish loungewear, featuring lightweight, soft and comfortable fabrics. Alia Bhatt emphasized the versatility of the clothing line, describing it as «clothes for life – during and after pregnancy».

The Ed-a-Mamma range includes a range of dresses, shirts, tops and loungewear made from sustainable fabrics such as lyocell, linen, cotton and poplin. The collection features thoughtful design elements such as Y placket and front openings to meet the practical needs of everyday use in all stages of motherhood – from pregnancy and postpartum to breastfeeding.

In keeping with the brand’s commitment to sustainability, the collection is made using biodegradable fabrics based on natural fibers, safe AZO-free dyes, nickel-free trims and plastic-free buttons. Highlighting the brand’s commitment to sustainability, Alia Bhatt said: «These are clothes to live in – during your pregnancy and beyond, and I’m so excited to bring that to Mothercare customers.»

Starting this month, Ed-a-Mamma maternity and nursing wear will be available at select Mothercare stores across India starting at Rs 1,299.

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