Ed-a-Mamma, the children’s lifestyle brand founded by actor and entrepreneur Alia Bhatt, has expanded its portfolio with the launch of a dedicated baby and kids’ personal care range titled ‘Your Baby Safe’, marking the company’s formal entry into the infant care segment.
The new line was introduced at a launch event held at Jio World Drive in Mumbai, alongside the premiere of a digital video commercial (DVC) that underscores the brand’s focus on safety, trust and everyday parental decision-making.
Campaign film highlights everyday parenting moments
The campaign film is anchored in the insight that parents constantly strive to protect their children through small, thoughtful actions. The narrative captures intimate, everyday scenes—from checking the temperature of a feeding bottle to nighttime routines—portraying how safety is woven into routine choices made at home.
According to the brand, the film seeks to reflect the emotional layer behind parenting, where ordinary moments are shaped by concern, care and quiet vigilance.
Launch event features expert panel and product showcase
The Mumbai event included the unveiling of a life-sized product installation and a pop-up experience, followed by the screening of the campaign film.
A panel discussion was also organised, moderated by Bhatt, and featured paediatrician Dr Vinit Samdani, dermatologist Dr Sangeeta Shah, and parent influencers and authors Durjoy Datta and Avantika Mohan. The session focused on infant skin health, product safety and the evolving expectations of modern parents.
Product portfolio and formulation claims
The ‘Your Baby Safe’ range includes a broad set of daily-use essentials such as head-to-toe baby wash, baby lotion, massage oil, talc-free powder, anti-rash balm, wet wipes and laundry care products.
The company stated that the products are dermatologically tested, hypoallergenic and recommended by paediatricians. They are formulated using natural, plant-derived active ingredients and are vegan and cruelty-free. The range is also free from parabens, sulphates, talc, mineral oils and other harsh chemicals, the brand said.
Alia Bhatt on emotional connection behind the campaign
Commenting on the launch and the campaign film, Alia Bhatt, founder of Ed-a-Mamma, said the idea was rooted in a simple emotional truth about parenthood.
“The idea really comes from a very simple truth – when you’re a parent, everything becomes emotional, and you do tend to overthink. Every small decision, every little doubt is about keeping your child safe. This film reflects that quiet inner conversation parents are always having, along with those everyday moments that may seem ordinary but actually mean so much. Everything from the visuals to the background track echoes the love and care behind the choices we make for our children,” she said.
Sustainability focus and plastic-positive commitment
Staying aligned with its sustainability positioning, Ed-a-Mamma said it follows a plastic-positive model. For every bottle, pump or box sold, 0.5 kg of plastic is recovered from the environment through waste management initiatives supported by the brand in India.
Brand calls baby care range a natural extension
Bhatt added that the new category fits organically into the company’s broader philosophy.
“The baby care range is a natural extension of what we’ve always believed in as a brand. We have worked closely with experts to create products that are safe, gentle, transparent and designed for daily use, because care shouldn’t feel complicated. This range is our way of supporting parents with choices they can trust, right from the beginning,” she said.
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