These products will be available only on FirstCry’s online platform and its 650 retail stores across India. The brand name is linked to Bhupati’s daughter Saira – it spells her name in reverse.
The actor said, “FirstCry was the first brand that immediately came to mind when I thought of kids’ fashion. With this partnership, I believe we can advance environmental education and youth environmental awareness while also achieving my goal of making Arias Kids an eco-fashion brand.”
Arias also has a line of skincare products that’s available on , Flipkart, Amazon India, and other platforms. Arias Kids will cater to children aged between 2 and 14.
“The association with Lara’s brand is one that we are very positive about. We are witnessing the rise of the conscious consumer on FirstCry, and given Arias Kids’ core values of eco-consciousness, it is a great offering for parents who have come to expect more from the FirstCry brand,” a spokesperson for the Pune-based etailer said.
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