Why Alia Bhatt’s Latest Venture Is Her Most Personal Yet

Ed a Mamma’s expansion into baby personal care marks a natural evolution for a brand that has always centred care, consciousness, and everyday responsibility. Founded by Alia Bhatt in 2020, the purpose-driven label has steadily built a universe around children and families, spanning clothing, early learning, toys, books, and bedding. With the launch of its Baby Care range, the brand’s universe now extends to a deeper, more personal set of consumers (read: new moms).

For Alia Bhatt, this expansion represents not just a new category, but a deeper commitment to supporting families with products that feel safe, considered, and easy to trust. In an exclusive conversation with LuxeBook, she reflects on how instinct, transparency, and responsibility shape Ed a Mamma’s approach to growth, and why baby care felt like the most meaningful next chapter.

LuxeBook: Ed-a-Mamma has always been shaped by a mother’s lens. How did motherhood sharpen your perspective while building a baby personal care category?

Alia Bhatt: While we were building the baby personal care range, I kept thinking the way any parent would. Is this safe. Is it gentle. And will it actually make everyday routines easier. Every time we worked on ingredients or formulations, I asked myself one simple question. Would I use this on my own child.

That instinct guided everything we did. We focused on creating products that are carefully made, properly tested, and genuinely helpful in daily life. From what goes into the product to how it is packaged, every choice is made with families in mind. The idea was to create something parents can reach for every day without overthinking it.

LuxeBook: Parents today are more informed and more anxious than ever. How did that reality influence your approach to safety, transparency, and trust for this range?

Alia Bhatt: As a parent, I completely understand that feeling. You want to make the best choices for your child, but it can quickly feel overwhelming. That reality really shaped how we approached Ed-a-Mamma’s baby care range.

From the very beginning, safety, transparency, and trust were non-negotiable. Every ingredient, every process, and every test is carefully considered and clearly communicated so parents can feel confident about what they’re using. I wanted this to be a range that removes the overthinking, something parents can reach for knowing it’s gentle, safe, and trustworthy every single day.

LuxeBook: When a brand is born from personal experience, how do you translate instinctive care into scalable and responsible business decisions?

Alia Bhatt: I actually started Ed-a-Mamma before I became a parent, and even then I knew it had to be about more than just products. It had to care for children, care for the planet, and help kids fall in love with the world around them.

Becoming a parent later gave me a much sharper lens. Suddenly every detail felt more important. Every ingredient, every fabric, every process. That perspective now shapes everything we do, from safety and transparency to making sure our products are practical, accessible, and affordable.

Our partnership with Reliance Retail has also played an important role in helping us grow thoughtfully, without ever losing what Ed-a-Mamma stands for.

LuxeBook: How did becoming a mother change the way you think about product responsibility?

Alia Bhatt: Once you have a child, every little detail suddenly matters. What goes on their skin, what they wear, what they play with. It made me realise that responsibility isn’t just about safety. It’s about trust and transparency, and about giving parents one less thing to worry about.

With our baby care range, we’ve made sure everything is free from harsh chemicals, phthalates, and parabens, and that it is both paediatrician and dermatologist approved. Even the packaging has been designed thoughtfully. There are no sharp edges, the bottles are made of virgin food-grade plastic to ensure safety, and each product has its own colour so parents can quickly reach for what they need, even on the busiest days.

While we chose plastic for safety reasons, we are very aware of its environmental impact. That’s why for every bottle we make, we ensure 0.5 kilograms of plastic is kept out of landfills, making us plastic positive.

LuxeBook: What kind of parenting conversation do you hope this launch sparks?

Alia Bhatt: I hope it sparks conversations around conscious parenting in everyday life. The idea that small, thoughtful choices add up, from the products we use to the routines we follow.

Parenting can feel overwhelming, and I want parents to feel like they can make safe, responsible choices without guilt or stress. If this range can bring a little more ease and confidence into daily routines, then we’ve done what we set out to do.

What Ed a Mamma’s Baby Care launch ultimately underscores is a shift in how modern parenting defines luxury. It is no longer excess or aspiration, but reassurance. Products that remove anxiety rather than add to it. Choices that feel informed without being overwhelming.

For Alia Bhatt, motherhood has sharpened what was always instinctive; the belief that care should be practical, transparent, and rooted in trust.

Check out the range here.

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