Brands
Mothercare launches Ed-a-Mamma’s exclusive maternity nursing collection
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.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
