Sustainable kidswear label Ed-a-Mamma, co-founded by actor and entrepreneur Alia Bhatt, has just made its Southern debut with a brand-new store in Bengaluru. Nestled inside the Mall of Asia, this is the brand’s fourth physical location in India—and its very first in this part of the country.
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Backed by Reliance Retail Ventures Ltd. (RRVL), Ed-a-Mamma has grown from a small passion project into a conscious lifestyle label that now offers everything from organic kidswear and maternity fashion to eco-friendly toys and books.
Reflecting on the new milestone, Bhatt shared, “Opening our first store in Bengaluru feels personal. We started with a simple idea—to create kinder clothes for kids and the planet. This store brings that vision to life in a way I’ve always imagined.”
Spread across 805 square feet, the outlet was built using sustainable design elements like reclaimed wood and eco-conscious finishes. True to its ethos, the space blends fun and function while keeping the planet in mind.
On the shelves, shoppers will find clothing for newborns to teens (0–14 years), all crafted from natural fabrics and finished without plastic-based trims. There’s also maternity wear, cuddly plush toys, hand-crafted dolls made from upcycled fabric, and lifestyle products like hair accessories, bedding, backpacks, and curated gift boxes. A wooden toy range is expected to launch soon.
Each clothing item for kids also comes with a seed ball pouch, nudging young shoppers to take the first step toward planting a tree—a small gesture with a bigger message.
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Since its 2020 launch, Ed-a-Mamma has steadily evolved into a broader movement around sustainable living. The 2023 tie-up with Reliance Retail has helped fast-track the brand’s retail presence and scale its message across India.
