'It's always the story': Alia Bhatt reveals her brand investment strategy
Alia Bhatt on Wednesday said the «story» behind the brand is a motivating factor for her and not money. The actor was in the capital to attend the launch of Prime Video's 'Mission Start Ab', a business reality series in partnership with the Office of the Principal Scientific Adviser (PSA) to the Government of India. Alia, also the founder and sole investor of children's clothing brand Ed-a-Mamma, said she will always be a storyteller first.
She launched her production banner Eternal Sunshine Productions in 2021. «It's not about the money. Money does not attract me to any brand to invest in, support or create.
It is the story, I'm a storyteller first. It's always the story,» the 30-year-old said at the event here. Alia said she plans to create «an Ed-a-Mamma universe», which will include personal care, sustainable diapers, and sustainable toys, with storytelling at its centre.
«As a mum, one of my favourite things is when I read a book or sing a song to my daughter. My dream in the beginning may not have been to create an Ed-a-Mamma universe, but that's my plan now… The universe where you feel connected to nature, the planet, and celebrate the child within you,» she added. Talking about 'Mission Start Ab', the actress further said she hopes the stories from the series surprise and inspire her.
«I expect to be wowed, surprised, on the edge of my seat, being so proud of where our country is today. I am expecting to see honesty and a lot of vulnerability. I would like to see that because it's not easy.
At the end of the day, this is a competition. What I know is one will win but the other nine are not going to go unnoticed. You'll have people sitting at home and watching the show, maybe resonating with them,» she said.
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