Ed-a-Mamma, the homegrown sustainable clothing and lifestyle brand for children and mothers, has expanded its retail footprint with the launch of eight new exclusive brand outlets across Delhi NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow and Kochi. With this expansion, Ed-a-Mamma now operates 12 stores bringing its planet-positive philosophy to one of the country’s most dynamic retail destinations, further strengthening its offline presence across India.
The latest expansion includes two stores in Hyderabad and one each in Delhi NCR, Chennai, Raipur, Varanasi, Lucknow and Kochi. Collectively, these new locations will make the brand more accessible to consumers while supporting its broader strategy, as offline stores play a key role in driving discovery, engagement, and repeat purchases across both physical and digital platforms. With a focus on naturally sourced ingredients and gentle design, Ed-a-Mamma creates products that are safe, thoughtful, sustainable and conscious.
Founded by entrepreneur and actor Alia Bhatt, Ed-a-Mamma has evolved into a thoughtful lifestyle brand for families. What began as a sustainable kidswear label has grown into a wider ecosystem spanning maternity wear, toys, books, accessories and most recently, baby care, all rooted in a nature-first philosophy that encourages mindful living from an early age.
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 newly launched stores are located at Lake Shore Y Junction (778 sq. ft.) and Sarath City Capital Mall (941 sq. ft.) in Hyderabad, VR Chennai (868 sq. ft.) in Chennai, Zora The Mall (941 sq. ft.) in Raipur, IP Sigra (1,222 sq. ft.) in Varanasi, Unity One Elegante (551 sq. ft.) in Delhi NCR, Forum Mall (733 sq. ft.) in Kochi, and Phoenix Palassio (431 sq. ft.) in Lucknow. All stores follow the EBO format and are designed as warm spaces that reflect Ed-a-Mamma’s signature nature-inspired aesthetic. Thoughtful use of natural textures, soft visual elements, and storytelling-led displays come together to create an environment where children can explore freely, while parents discover the range.
Each store offers a comprehensive view of Ed-a-Mamma’s growing product universe, including kidswear for ages 0–14 crafted from natural fabrics, maternity and nursing wear, toys, books, lifestyle accessories and the newly introduced conscious personal baby care range. The format brings together all essential categories for children under one roof, enabling families to make conscious choices with ease.
As part of its long-term growth roadmap, Ed-a-Mamma continues to expand its retail footprint across key markets. With a growing presence across categories and geographies, the brand is steadily strengthening its position as a trusted, purpose-led sustainable lifestyle brand for families across India.
