Mumbai, Jan. 9 -- Alia Bhatt and Reliance Retail-backed Ed-A-Mamma has ventured into the kids and baby personal care category, with plans to tap other segments, such as teenage clothing and pet care, the actor and entrepreneur told Mint in an interview on Friday.

Bhatt outlined plans to accelerate her pace of investments in startups with an interest in categories such as sports, comfort wear, and food and beverages through conscious and mindful associations. She is already an investor in companies such as beauty retailer Nykaa (Fsn E-Commerce Ventures Ltd), wellness brand Phool (Kanpur Flowercycling Pvt. Ltd) and baby diaper brand Superbottoms (Navashya Consumer Products Pvt. Ltd).

"Like most fast moving consumer goods (FMCG) categories...