Ed-a-Mamma, the eco-conscious clothing brand founded by Alia Bhatt, has launched its first standalone store at Jio World Drive in Mumbai. The brand specialises in sustainable kids and maternity wear, aiming to promote responsible fashion choices among families.
The store features a nature-inspired design and offers a wide range of products, including maternity wear, nursing wear, infant wear, and kids’ clothing for ages 0-14, with prices starting at Rs 799. Each garment is made from high-quality natural fibers, equipped with eco-friendly buttons and trims. Additionally, each kids’ garment includes a seed ball, encouraging families to engage with nature through tree planting.
The launch event also highlighted the second edition of ‘Spill the Beans,’ a discussion led by Alia Bhatt, featuring influencers who shared insights on mindful parenting and nurturing eco-conscious values in children.
Alia Bhatt expressing her excitement about the launch said, “Ed-a-Mamma’s first offline store marks a significant milestone for our brand and a dream come true for me! We began as a small, homegrown business, and with the partnership of Reliance Brands Limited, we’ve expanded our offerings to include clothing, books, and toys—all available in our store. I’m excited for everyone to come and immerse themselves in the world of Ed-a-Mamma. The store launch was also the perfect opportunity to unveil the second edition of ‘Spill the Beans’, celebrating the power of community and shared values. I truly believe that by working together, we can inspire our children to embrace sustainability and creativity, ensuring a brighter future for all.”
In addition to clothing, Ed-a-Mamma is expanding its offerings to include toys, bedding, and accessories. The first collection features linen dolls, upcycled fabric plushies, and other handcrafted items, with a range of wooden toys set to be released soon. The entire toy collection will also be available on Ed-a-Mamma’s website.
Ed-a-Mamma is part of Reliance Brands Limited and has evolved from a small homegrown business into a brand committed to sustainability and environmental responsibility. Since its inception in 2022, the brand has continuously expanded its product range, currently offering 2,200 options and launching 550 new items each season across its maternity, infant, and kids’ wear lines.
