The highest-earning woman in Forbes India’s Celebrity 100 list in 2019, 27-year-old actor Alia Bhatt has launched her own sustainable children’s brand called Ed-a-Mamma. While it launched in October on Firstcry.com., Bhatt made the announcement on Instagram a few days ago.
“Ed-A-Mamma combines two things that I care deeply about – our planet and our children. So I decided to create a world that nurtures in children, a love for nature. Knowing fully well that they will look after what they love,”  the actor shared on Instagram.

 

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The brand launched with a collection of playwear for children between the ages 2 and 14 and plans to expand to books, TV series, toys and more in the coming years.
The collection is made from natural fabrics and comes with a seed ball, which can be planted. The tags can be made into bookmarks, the buttons are not made of plastic and leftover fabrics are converted into hair ties and bags.

Alia Bhatt's sustainable children's brand

Bhatt began her career in Bollywood with Karna Johar’s Student of the Year in 2012. Since then, she has a number of Bollywood hits to her credit. Her latest film, Brahmastra, which also features her boyfriend Ranbir Kapoor, directed by Karan Johar,  was slated for a 2020 release, but has been delayed to the pandemic.
Read: Which celebrities have the highest brand value in 2020?
Alia Bhatt
But acting is not the only thing that has been on her mind. She is an investor and entrepreneur as well. Overall, she earned Rs.59.21 crore in 2019, according to Forbes.
Just two years after her first movie released, Bhatt collaborated with Jabong to launch her own clothing line in 2014.
Read: These celebrities have the highest brand value in 2020
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In 2017, she bought a small stake in StyleCracker, an online fashion styling platform founded by Dhimaan Shah and Archana Walavalkar.
In 2019, Bhatt launched her own production house, Eternal Sunshine Production and bought a new property in her residential building to set up an office.
Just last month, Nykaa’s founder and CEO Falguni Nayar confirmed that Alia Bhat has invested in the company. The amount has not been disclosed.
Fabien Charau Alia Bhatt
Alia Bhatt’s home designed by Richa Bahl. Image courtesy Fabien Charuau
Alia Bhatt bought her own home in Juhu in 2015, where she lives with her sister Shaheen. According to The Economic Times, she owns three other apartments in Juhu. She also owns a home in London’s Covent Garden, which she bought back in 2018.
Read: Meet photographer Fabien Charuau who has shot Deepika Padukone’s & Alia Bhatt’s homes

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