Ed-a-Mamma, the sustainable clothing and lifestyle brand founded by actor and entrepreneur Alia Bhatt, has opened its first store in Bengaluru at the newly launched Mall of Asia. This marks the brand’s fourth physical store in India and its debut in South India, under a strategic partnership with Reliance Retail Ventures Ltd. (RRVL).
Known for its planet-friendly approach to fashion for children and mothers, Ed-a-Mamma offers a wide range of products, including kidswear (ages 0–14), maternity and nursing wear, toys, books, and lifestyle accessories.
The store is spread across 805 sq ft and brings to life the whimsical world of Ed Finds A Home, Bhatt’s debut children’s book. Visual storytelling zones in the store are designed to immerse children in the journey of Ed, a dog in search of a loving home, echoing the brand’s themes of empathy and environmental consciousness.
“Ed-a-Mamma’s first offline store in Bengaluru is a significant milestone for our brand and a dream come true for me!” said Alia Bhatt, Founder. “We began as a small, homegrown business, and with the right partnership with Reliance and a shared purpose, we’ve been able to grow our world to include clothing, books, toys, and so much more—all designed to nurture a love for the planet. I’m excited for Bengaluru’s families to experience everything we’ve built with so much heart.”
Staying true to its sustainability ethos, the store has been constructed using eco-conscious materials and natural textures. Every kidswear garment includes a seed ball potli to encourage children to plant trees, promoting a connection with nature from an early age.
Ed-a-Mamma began in 2020 as a conscious kidswear brand and has since expanded into a full-fledged lifestyle ecosystem rooted in nature-inspired design and sustainable practices.
