Eid-a-Mamma expands with the launch of second physical store in Noida
15 November 2024, Mumbai
Marking a significant expansion for the sustainable children's clothing brand founded by actor and entrepreneur Alia Bhatt, Ed-a-Mamma has opened its second physical store at DLF Mall of India in Noida. The store offers eco-friendly children’s and maternity wear from the brand.
Launched in 2020, Ed-a-Mamma is dedicated to promoting sustainable fashion choices with a mission to positively impact the environment. The brand focuses on children's clothing for ages 2–14, offering a wide selection of items, including shirts, dresses, shorts, tees, jumpsuits, joggers, and trousers. Each piece is crafted with comfort and functionality in mind, using biodegradable fabrics and non-toxic, AZO-free dyes, ensuring clothing that is both gentle on young skin and kind to the planet. Many of their collections feature organic materials made from GOTS-certified cotton, underscoring their commitment to sustainability.
In Sep 2023, Reliance Retail Ventures entered into a joint venture with the brand by 51 per cent stake in it. This partnership aligns with both companies' ambitions to expand the reach of sustainable fashion in India.
Operating on a direct-to-consumer (D2C) model, Ed-a-Mamma's collections are available on its website and popular e-commerce platforms. The opening of the Noida store enhances the brand’s physical presence, allowing more families to discover and engage with their earth-friendly collections in person.
Sustainability is central to Ed-a-Mamma’s philosophy. The brand prioritises eco-conscious practices throughout the production process, repurposing fabric scraps to create accessories like hair bands and small bags, and including a seed ball with every purchase—encouraging children and families to plant and connect with nature.
