Mothercare India, a leading retailer of the globally renowned baby clothing and essentials brand, has formally announced a strategic collaboration with Ed-a-Mamma, a brand recognized for its sustainable children's and maternity wear. The specially curated maternity and nursing wear collection from Ed-a-Mamma, exclusive to Mothercare India, is now available at selected Mothercare outlets across India and on their respective websites.

Through this partnership, Ed-a-Mamma is poised to significantly broaden its offline presence across the entire Indian subcontinent. The collaboration aims to elevate the overall shopping experience for customers by creating a more immersive and interactive in-store atmosphere at selected Mothercare locations. Alia Bhatt, expressing her excitement about the collaboration, mentioned, “We launched the Ed-a-Mamma Maternity and Nursing collection because I felt that my personal wardrobe lacked any ‘bump-friendly clothes’. And ever since then, we have received so much love that we are now launching an all-new collection, for our mamma beans exclusively designed for Mothercare”.

The exclusive collection, tailored specifically for Mothercare, encompasses breathable casuals and stylish loungewear, featuring lightweight, soft, and comfortable fabrics. Alia Bhatt highlighted the versatility of the clothing line, describing them as “clothes to live in through your pregnancy and beyond”. Ed-a-Mamma’s range includes a variety of dresses, shirts, tops, and lounge sets crafted from sustainable fabrics like lyocell, linen, cotton dobby, and poplin. The collection incorporates thoughtful design elements such as Y plackets and front openings, addressing the practical needs of everyday use throughout all stages of motherhood – from pregnancy and post-delivery to nursing.

In line with the brand's commitment to sustainability, the collection is crafted using natural fiber-based biodegradable fabrics, safe AZO-free dyes, nickel-free trims, and plastic-free buttons. Alia Bhatt underscored the brand’s dedication to sustainability, stating, “These are clothes to live in – through your pregnancy and beyond, and I am so excited about bringing this to Mothercare customers”. Commencing this month, Ed-a-Mamma’s maternity and nursing wear, with prices starting from Rs 1,299, will be available for purchase at selected Mothercare stores across India.