Ed-a-Mamma enters offline market with its first store in Mumbai

Ed-a-Mamma, an eco-conscious brand founded by actor Alia Bhatt has entered the offline market with the launch of its first-ever standalone store at Jio World Drive, Mumbai.

The store located on the second floor of the mall will offer an extensive range of products, including maternity wear, nursing wear, infant wear, and kids’ clothing for ages 0 to 14.

Last year, Reliance Retail Ventures Limited had acquired a 51 percent stake in Ed-a-Mamma to expand its product offerings and retail presence across India.

Since then, Ed-a-Mamma has diversified its product portfolio with the launch of its first toys, bedding and accessories range which will soon be available at its offline stores.

Commenting on the launch, Alia Bhatt in a statement 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.”

“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,” she added.

Founded in 2020, Ed-a-Mamma retails from its dedicated e-commerce store as well as from a wide array of multi-brand online platforms like Firstcry, Ajio, Myntra among others.