Alia Bhatt on Ed-a-Mamma: Becoming a parent gave me new perspective

Celebrity led brands are no longer a novelty with similar trajectories and often aspirations. Beauty lines fragrance extensions jewellery collections and the entire gamut. Ed-a-Mamma co-founded by Alia Bhatt has unfolded differently though. It began quietly long before she became a mother with a growing curiosity about sustainability and kinder choices for the next generations. But after the birth of her daughter Raha the brand has taken a more refined and emotional focus-baby care.