“My mindset has always been that of an entrepreneur and a creator. I want to create brands for our country and be among those who took a homegrown Indian brand to the global stage. That’s always been the endeavour,” she states in a conversation with BW Business world.
The manifestation of this quest was in the form of her direct-to-consumer (D2C) venture, Ed-a-Mamma. As the founder and investor of the company, Bhatt paid specific attention to the starting point and what the brand’s ethos and purpose should be. “For us to protect our planet in the future, we have to nurture very early in our children a love for nature. That’s where our ethos comes from,” she says.
Ed-a-Mamma recorded 10X growth within 10 months of its launch in 2020, becoming a Rs 150 crore business. At that time it was a pure D2C ecommerce brand focussing on children’s clothing. The brand has now scaled up to also become a D2C retail brand present in 22 stores. It has also launched maternity and teenage wear in addition to children’s clothing, bringing different consumer segments into its fold.
The Market Gap
Recalling the brand's journey so far, Bhatt says, "I didn't want to build just a regular fashion-wear brand for girls or women my age. There were already many such brands.
After conducting our research, we found that there was a market gap of sustainable, affordable Indian homegrown kidswear brands."
Denne historien er fra March 11, 2023-utgaven av Business World India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra March 11, 2023-utgaven av Business World India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
MEMORIES & IMPRESSIONS
Ratan Tata was an exceptional human being. He was a visionary leader, esteemed industrialist, and a humanitarian, who left an indelible mark on India and the world.
The Robotaxi Market
The robotaxi market is shaping up to be a high-stakes battleground as tech giants and automakers race to transform urban mobility.
And the Nobel Prize Goes to AI
The recent Nobel Prize T awards to AI pioneers affiliated with Google have sparked a broader conversation about Big Tech's influence on research and the limitations of traditional prize categories.
Ola Electrified
Once considered a trailblazer in India’s electric vehicle (EV) ecosystem, Bhavish Aggarwal’s Ola Electric now faces a major accountability crisis.
Sharp Slide in Industrial Output on Eve of Deepavali
India’s index of industrial production (IIP) saw a sharp reversal in August, contracting by 0.1 per cent, in stark contrast to the 4.7 per cent growth in July, mostly because of significant contractions in mining and electricity generation.
Heralding the Solar Era with Sustainable Electrification
RAJEEV KASHYAP on the economics of solar power, the hurdles in scaling it, and much more
A WELL-GREASED MACHINE
The OmniBook X14 laptop runs on first-generation Snapdragon X Elite, which bets big on Al-enabled productivity and battery life, but falls short when it comes to overall experience, says Deep Majumdar
DO NOT LETA HEALTH CRISIS RUIN YOUR FINANCIAL HEALTH
For a family of four living in a metro, it is recommended to opt for a family floater health insurance plan with a sum insured of at least Rs 15-20 lakh
Disruption Ahead: Beyond Organisation Charts and Structures
ALBERT EINSTEIN FAMOUSLY said, “We cannot solve our problems with the same thinking we used when we created them.
Dr. Rahul Shivajirao Kadam: A Visionary Leader Blending Sustainability, Innovation, And Social Empowerment
We are on the stage of global warming, and these technologies not only help prevent further damage but also leave behind a better environment for future generations.
