Overview
- The range launched on January 9 and is available through the Ed-a-Mamma website, marking the brand’s entry into baby personal care.
- Initial products include baby wash, oil, lotion, a talc-free powder, and a rash balm.
- Bhatt promotes the formulas as containing no toxins or harsh chemicals, saying the team tested and re-tested the products over months before release.
- The move follows Reliance Retail Ventures’ 51% stake in 2025, which Bhatt says gives the scale to compete in a crowded FMCG category and pursue a one-stop offering for mothers and children.
- At the Mumbai event, Bhatt’s vintage-leaning blazer, blue shirt with embellished collar tips, wide-leg denim, and brown heels framed the launch as a polished brand moment.