Ed-a-Mamma scales national presence with eight new stores across India

Founded by Alia Bhatt, sustainable lifestyle brand, Ed-a-Mamma has significantly expanded its physical retail footprint by inaugurating eight new EBOs across India. The latest expansion spans diverse retail landscapes including Delhi-NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow, and Kochi, bringing the brand’s total standalone store count to 12. This concerted physical rollout is designed to boost an omnichannel strategy that leverages storefronts not merely as transaction points, but as critical hubs for brand storytelling and sensory engagement. By establishing a presence in these high-traffic regional malls, the brand is effectively narrowing the gap between its digital-native origins and the tactile requirements of a growing ‘conscious consumer’ demographic.

Diversifying the lifestyle ecosystem

This retail evolution aligns with the brand’s transition into a comprehensive family-centric ecosystem. Beyond its foundational children’s apparel, these new storefronts house a sprawling product portfolio that includes maternity wear, lifestyle accessories, and the recently launched conscious personal baby care range. Industry analysts suggest that this diversification is essential for capturing a larger share of the burgeoning Indian childcare market, which is projected to see significant valuation growth through 2028. By integrating these categories under one roof, Ed-a-Mamma is positioning itself as a primary destination for modern, eco-conscious parents who prioritize safety, sustainability, and brand transparency. This move also serves as a proof of concept for the operational strength provided by Reliance Retail, which acquired a majority stake in the brand in 2023.

Maintaining production ethics

Founded in 2020 by Alia Bhatt, Ed-a-Mamma offers eco-friendly children’s clothing, maternity wear, and personal baby care products. Primarily operating in India, the brand focuses on natural fabrics and ethical production. Following its 2023 joint venture with Reliance Retail, the company is aggressively scaling its physical retail and omnichannel infrastructure.