Lara Dutta Bhupathi is expanding her thriving business empire a few steps further with her entry into the children’s fashion space at FirstCry.com, India’s mega e-tailer for babies and children. Lara Dutta was born on 16 April 1978, she is an Indian actress, businesswoman, and winner of the Miss Universe 2000 pageant.
The former beauty queen and actress-turned-entrepreneur have partnered with FirstCry to launch ARIAS – an Eco-Fashion clothing and accessories brand that strives to design responsible fashion while translating current trends into comfortable, elegant, and premium products. The first cry is India’s largest online store for children, newborns, and infants. Shop the best range of toys, nappies, clothes, shoes, and strollers.
“When I think about kid fashion Firstcry was the only brand I know in this field, I believe that through this partnership and innovative plans, we can advance the environmental awareness and education among youngsters, while achieving my personal goal of making ARIAS kids as an eco-friendly fashion brand,” Lara said of the launch.
Lara’s foray into the business through ARIAS began with her interest in skin care, home furnishings, fragrance, and more. Given that the brand name is her daughter’s name ‘Saira’ spelled backward, it seems fitting that ARIAS has naturally ventured into the children’s wear space as well.
ARIAS Kids will be available exclusively on FirstCry.com and is set to challenge the existing market of conscious parents of independent children who know exactly what they want to wear.
“Giving value for ARIAS kid will raise the consumers to demand new partnership products with new fashion, the association with the Lara brand is one that we are very positive about it, this is a great proposition for parents. who expect more from the FirstCry brand.” said a spokesperson of First Cry.
ARIAS caters to children aged 2-14 intending to create clothes and accessories that reduce the negative impact of the fashion industry on the environment. The brand uses only natural fabrics, hems, and ecological packaging. Even the buttons on the products are either shell or coconut, eliminating plastic!