Vaidehi Bhargava
Alia Bhatt, in partnership with Reliance Retail, opened Ed-a-Mamma’s first offline store in Mumbai, marking a significant milestone for her sustainable kidswear and maternity brand, which was founded in 2020. The store launch aligns with Ed-a-Mamma’s mission to bring eco-friendly, affordable fashion directly to consumers. The brand, initially an online-only platform, has since expanded its reach and now boasts a presence in 16 stores across major Indian cities like Mumbai, Delhi, and Chennai.
Ed-a-Mamma is celebrated for its environmentally conscious practices, using ethically sourced materials and omitting plastic in its designs. Each garment even includes a “seedball,” encouraging children to cultivate a connection to nature by planting it. Bhatt’s goal with Ed-a-Mamma is to make sustainable fashion accessible to a larger audience, especially for children, emphasizing that eco-friendly products don’t have to be prohibitively expensive.
Reviews of Ed-a-Mamma have highlighted its appealing combination of style, comfort, and sustainability, which have resonated well with consumers. Bhatt’s collaboration with Reliance Retail is expected to further boost Ed-a-Mamma’s reach and expand its product line to include baby furniture and personal care items, positioning it as a comprehensive sustainable lifestyle brand for young families