Ed-a-Mamma, owned by Alia Bhatt, has made sustainable fashion affordable, others can too, says the company’s chief business officer. | Fashion

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  • Launched amid the Covid-19 pandemic, Alia Bhatt’s sustainable children’s clothing brand Ed-a-mom has witnessed a growth of more than 10 times in the last 18 months.
  • Alia Bhatt’s Ed-a-Mamma also marked its offline presence this quarter with the launch of 16 retail stores, spread across metropolitan cities in India including Mumbai, Delhi, Chennai and Hyderabad, and is now focusing on expanding your product categories.
  • Business Insider India spoke with Iffat Jivan, Chief Commercial Officer of Ed-a-Mamma, about the future of sustainable fashion In India.
  • Jivan told us that affordable sustainable fashion it is achievable and that is the future.

Landfills are full of urban waste, so much so that by 2050 India will reportedly need a landfill the size of its capital, New Delhi!

While there is a growing awareness of sustainable fashion and consumers are willing to make greener choices, affordability has become a major constraint.

A recent report by Kantar India said that despite inflation, “people’s desire to be sustainable has not been eroded. The cost of living crisis reminds us that green products must be affordable for sustainability to become mainstream. Brands that offer sustainable options that are affordable will be favoured.”

Actress and entrepreneur Alia Bhatt’s children’s clothing company, Ed-a-mamma, has done just that: it has managed to reduce the price of its sustainable clothing.

Ed-a-Mamma’s clothes are priced between ₹399 and ₹1899.

If more brands lower their prices and focus on giving back to consumers, sustainability could see greater adoption in the country, which Ed-a-Mamma’s chief commercial officer, Iffat Jivan, believes is challenging but possible.

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“Yes [sustainable] brands are… more affordable, there is no reason why someone would not want to buy a product that is sustainable because you are actually contributing to the planet, to the environment and at the same time you are not burning a hole in your pocket,” Jivan told Business Insider India.

Why is sustainable clothing expensive?

Sustainable garments are made from organic fibers, free of synthetic pesticides and fertilizers, and that do not cause any harm to mother earth, which are difficult to obtain. This is why sustainable clothing tends to be more expensive as the cost is passed on to consumers.

Ed-a-Mamma sources all of its organic fibers from India, which has helped the brand price its clothes in the same range as fast-fashion products.

“If you have to produce a regular product, it’s probably 1/10 of the effort you would put into sourcing a sustainable product. So people [brands] they are charging a premium for their efforts. In our case, our effort is more towards the environment. The price should come down if people take the same route we have taken,” Jivan shared.

When a sustainable brand operates on a smaller scale, achieving a profitable pricing strategy becomes a challenge.

However, Jivan is optimistic that the industry will change when brands take matters into their own hands.

“I can tell you for sure [affordable sustainable fashion] It is not something that cannot be achieved. People today want to be paid for the effort they’re putting into bringing that product directly, we’ve taken on that responsibility and we’re passing the benefit on to the customer. That is something that would come from the brand mentality. It is definitely achievable. You just need to want to do it enough to pass it on to the customer and work for a bigger cause,” Jivan told Business Insider.

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The creation of Alia Bhatt

Born during the peak of the Covid-19 pandemic in October 2020, Alia Bhatt’s Ed-a-Mamma is one of the first brands in the sustainable children’s clothing category.

“This was actually Alia’s ultimate dream and her concept where she wanted to educate children about an alternative lifestyle that was possible. Speak to parents and children directly because Alia strongly believes that catching young children and giving them alternative lifestyle options would probably sow the seeds of being a little more environmentally conscious,” said Jivan.

Ed-a-Mamma marked its offline presence this quarter with the launch of 16 retail stores, spread across India’s metropolitan cities such as Mumbai, Delhi, Chennai and Hyderabad, and is now focusing on expanding its product categories. .

“We have shown growth of just over 10 times in the last 18 months. Now we have also moved into the brick and mortar space,” said Jivan.

“Last year, we recorded around seven lakh pieces (in sales). This year the number will definitely more than double because we have added so many categories. This year we are looking at at least crossing maybe 20 lakh pieces,” added Jivan.

Ed-a-Mamma is currently valued at ₹200 crore.

The sustainable fashion industry is currently valued at around $24 billion in India, Jivan said and he believes this is only a fraction of the industry’s full potential. As more Indians embrace sustainable fashion in the coming years, the industry will only get bigger and better, he added.