Mumbai: Mothercare India, a retailer of the global heritage baby clothing and essentials brand has announced its strategic alliance with Ed-a-Mamma, a sustainable kids and maternity wear brand.

Designed especially for Mothercare India, Ed-a-Mamma's maternity and nursing wear collection will now be available at select Mothercare stores across India along with mothercare.in & edamamma.com.

The strategic association with Mothercare will enable Ed-a-Mamma to rapidly expand its offline presence, PAN India. The partnership will benefit customers by offering them a more immersive and interactive in-store shopping experience.

Speaking about the association, Alia Bhatt said, “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. Featuring breathable casuals and stylish loungewear, the clothing line includes lightweight, soft, and comfortable fabrics. These are clothes to live in - through your pregnancy and beyond, and I am so excited about bringing this to Mothercare customers.”

With an array of dresses, shirts, tops, and lounge sets made of sustainable fabrics including lyocell, linen, cotton dobby, and poplin, Ed-a-Mamma's unique drop at Mothercare is perfect for a day in - and out. With Y plackets and front openings, the range is thoughtfully designed for everyday use through all stages of motherhood - pregnancy, post-delivery, and nursing. In line with the brand’s ethos, the collection is made using natural fiber-based biodegradable fabrics, safe AZO-free dyes, nickel-free trims, and plastic-free buttons.

Beginning January 2024, Ed-a-Mamma’s maternity & nursing wear, starting from Rs 1,299, will be available for purchase on mothercare.in and select Mothercare stores across India.