Sustainable children’s and maternity wear brand Ed-a-Mamma has opened eight new stores across Delhi NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow, and Kochi, bringing its total store count to 12.
The new outlets include two in Hyderabad — at Lake Shore Y Junction and Sarath City Capital Mall — and single stores at VR Chennai, Zora The Mall in Raipur, IP Sigra in Varanasi, Unity One Elegante in Delhi NCR, Forum Mall in Kochi, and Phoenix Palassio in Lucknow.
Each store carries Ed-a-Mamma’s full product range, including kidswear for ages 0–14, maternity and nursing wear, toys, books, lifestyle accessories, and its recently launched baby care line. The brand uses natural fabrics and markets its products as sustainably produced.
Founded in 2020 by actor Alia Bhatt, Ed-a-Mamma began as a kidswear label before expanding into maternity wear, early learning products, and personal care. In 2023, Reliance Retail Ventures Limited acquired a 51% stake in the company.
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Commenting on the retail expansion, Alia Bhatt, Founder, Ed-a-Mamma, said, “Every new store for us is more than just a retail milestone, it’s a chance to embrace families in Ed-a-Mamma and its philosophy. We’ve always believed in creating products that are gentle on children and the planet, and it’s incredible to see that philosophy resonate with parents across different parts of the country. With each new city, we’re building a community that shares our love for the planet.”
The company said the offline expansion supports broader growth goals, with physical stores intended to drive product discovery and repeat purchases across both in-store and online channels.
