Entrepreneurship, for her, unfolds through instinct, intention, and learning in real time.
In conversation with Her Circle, Alia Bhatt reflects on owning the role of a founder, managing self-doubt, and allowing herself to make mistakes only to emerge stronger with solutions. Her perspective moves between intuition and accountability, the quieter choices that shape leadership over time.
These values carry through to Ed-a-Mamma, a sustainable brand rooted in lived experiences.
You wear many hats, but entrepreneurship is a different game altogether. When did you first start seeing yourself as a founder?
There wasn’t a single moment where I thought, ‘Now I’m a founder.’ It happened gradually, when Ed-a-Mamma moved from being an idea to a business. When you start making decisions that impact not just products, but people, partners, and parents who are placing their trust in you, something shifts. That’s when I understood that being a founder is also about learning as you go, and making choices that really matter.
Many women hesitate to start because they feel they’re ‘not ready enough.’ What made you feel ready to leap?
I think a lot of women wait for this perfect moment, thinking they need to be completely ready before starting. Honestly, I felt those doubts too. But I realised you never really feel 100 per cent ready. That feeling usually comes after you begin. What helped me was having clarity about the problem I wanted to solve, and being fortunate enough to have the right kind of people around me. I had a team that guided me, challenged me, and supported me when I needed it. I did not know everything, and that was okay. For me, it was about trusting my instinct, taking that leap, and learning along the way. You grow into it, one step and one decision at a time.
Why do you think so many women-led businesses begin from a personal gap or lived experience?
I think when women build from personal gaps, it is because those gaps have shaped them in some way. When you live through something, you understand it at a much deeper level. That understanding turns into empathy, and empathy turns into action. It’s really not about just building the business. It’s more about wanting to solve for that gap, for yourself and others. Take our maternity wear collection, for example. It was never something I had planned. But when I was expecting my daughter, I really struggled to find maternity wear here that was good quality, comfortable, and still true to my personal sense of style. That is when I realised that the gap in my own wardrobe was actually a gap in the market too. The response we received was incredibly heartening, especially for our leggings and co-ords, which became an instant favourite.
What’s one myth about women entrepreneurs that you’d love to break?
I think one myth I’d really love to break is that women entrepreneurs are either too cautious or only follow their emotions. The truth is, we take risks all the time; we just think them through a little more. That doesn’t make us any less bold or ambitious. I’ve also met so many women founders who are super sharp, strategic, and data-driven. Being empathetic doesn’t mean you can’t be logical. This combination of heart and head actually makes you stronger.
When launching Ed-a-Mamma, what problem were you most determined to solve as a founder?
I wanted to give parents a homegrown brand with world-class products that are kind to kids and kind to the planet. I also wanted to change the mindset of sustainability being expensive. As the brand grows and we plan new categories, I try to look at everything from a founder and parent perspective. I ask myself what I have learned as a parent, and how that can make things easier for other parents. For us, it has never been about following trends. It is about building something meaningful that families can really rely on every day.
Do you feel today’s parents are more conscious or confused, with too many choices claiming to be ‘safe’?
Honestly, it is a little of both. Today’s parents are far more aware and informed, but that also means they are dealing with constant information overload. There are so many products out there all claiming to be ‘natural’ or ‘safe’, and sometimes that can actually make trust harder to build. That is why I feel transparency and simplicity are so important. At Ed-a-Mamma, we try to make it easy for parents to feel confident in their choices without being overwhelmed. For me, it is about creating products that are safe, thoughtful, and useful, so parents can have one less thing to worry about and focus on enjoying the journey of raising their children.
How is the new BabyCare range different? What inspired you to create this new range, and what exact gap did you see in the market that wasn’t being addressed?
Honestly, it was not about spotting a gap and rushing in. When I became a parent, I realised how overwhelming it can be. There are so many products, and you end up reading and rereading labels, trying to figure out what is really best for your baby. I wanted something I could just pick up without overthinking, where I knew every ingredient and every detail had been carefully thought through. BabyCare felt like a natural next step for the brand because it is such an important part of parenting. With this range, we wanted to create something parents could trust and feel confident using every day.
How has motherhood changed the way you make decisions as a business leader?
I think motherhood has made me more thoughtful and more patient. The questions I now ask are not just about the business, but also about families and the people using our products. It has given me a stronger sense of empathy and perspective, and I try to bring that into every decision I make.
How important is transparency for brands catering to mothers and children?
It’s non-negotiable. When you’re building for mothers and children, you’re not just offering a product; you’re asking for trust. And that trust is built over time, through consistency, honesty, and clarity. We’re very intentional about sharing what goes into each product and why. If we want parents to feel safe with our brand, we have to show up with transparency at every step.
You had to give one non-negotiable rule for women entrepreneurs. What would it be?
Trust yourself. Don’t wait for permission, and don’t wait to have it all figured out. You’ll have doubts, those around you will have doubts, but trust your instincts, back them up with preparation, and allow yourself to grow. At the end of the day, believing in your vision is what will carry you forward.
Lead Image Courtesy: instagram.com/aliaabhatt