Ed-a-Mamma, the children’s lifestyle brand founded by actor Alia Bhatt, has entered the baby and kids personal care segment, expanding its portfolio beyond apparel, books, toys, and bedding as it sharpens its focus on becoming a multi-category brand for young families.

The new range, branded Your Baby Safe, includes skin, bath, hygiene, and laundry care products such as baby wash, lotion, massage oil, talc-free powder, anti-rash balm, wet wipes, and laundry detergent. The company said the products are dermatologically tested, paediatrician-recommended, hypoallergenic, and made using plant-derived actives, while being free from parabens, sulphates, talc, mineral oils, artificial dyes, and harsh chemicals.

The entry puts Ed-a-Mamma into a competitive baby personal care market dominated by large FMCG players such as Johnson & Johnson, Hindustan Unilever Limited, Dabur India, and Himalaya Wellness, alongside a growing set of digital-first brands. The segment has seen steady demand from urban consumers, driven by heightened awareness around ingredient safety and clean-label formulations.

Explaining the rationale for the expansion, Bhatt said the category move was a natural extension of the brand’s evolution. “Ed-a-Mamma has always been about growing with families and listening to what parents need. Expanding into baby care is an exciting new chapter for the brand, because everyday routines matter. Parenting is a shared journey, and through this expansion we want to support moms, dads, and caregivers with essentials that are gentle, thoughtful, and sustainable,” she said.

Sustainability remains central to the brand’s positioning. Ed-a-Mamma said that for every unit sold, 0.5 kg of plastic waste will be diverted through verified Indian waste recovery programmes, making the range plastic positive. While the company has opted for virgin, food-grade plastic packaging for safety reasons, it said the environmental impact would be offset through plastic recovery initiatives.

The personal care portfolio will be available through the brand’s direct-to-consumer platform and its physical stores across Mumbai, Pune, Noida, Hyderabad, and Bengaluru, in line with its omni-channel expansion strategy.

Founded in 2020, Ed-a-Mamma operates across kidswear, maternity wear, and early learning products. In 2023, Reliance Retail Ventures Limited acquired a 51% stake in the company, a move aimed at accelerating scale and distribution.

With its foray into personal care, Ed-a-Mamma is looking to deepen engagement with existing consumers while competing for share in India’s growing baby and family care market, where trust, safety credentials, and distribution reach are emerging as key differentiators.