Ed-a-Mamma Opens First Store in Bengaluru at Mall of Asia, Expands Sustainable Retail Footprint

Alia Bhatt’s conscious kidswear brand, in partnership with Reliance Retail, makes southern debut with immersive, eco-friendly store experience.

Ed-a-Mamma Expands Retail Presence with Bengaluru Launch

Bengaluru, April 30, 2025 — Sustainable kidswear and lifestyle brand Ed-a-Mamma, founded by actor and entrepreneur Alia Bhatt, has opened its first standalone store in Bengaluru at the newly launched Mall of Asia. This marks the brand’s fourth store in India and its first presence in South India, as it scales thoughtfully through its partnership with Reliance Retail Ventures Ltd. (RRVL).

Spanning 805 sq ft, the store features eco-conscious materials and nature-inspired design, reflecting the brand’s core philosophy of “forest-first” living. The Bengaluru store draws inspiration from Bhatt’s debut children’s book, Ed Finds A Home, with immersive storytelling zones that bring the tale of Ed—a dog in search of a home—and his adventures with a girl named Alia to life.

Earth-Friendly Products and Immersive Design

The store’s product offerings span across kidswear (ages 0–14), maternity and nursing wear, toys, and lifestyle accessories, all crafted using natural fabrics, plastic-free trims, and non-toxic materials. Each kidswear item includes a seed ball potli, encouraging children to plant trees and connect with nature.

Key product categories:

• Kidswear made from natural fibers and designed with sustainable trims

• Maternity and nursing wear for comfort and consciousness

• Toys, including plush and upcycled dolls (with wooden toys coming soon)

• Accessories such as bags, clips, bedding, and gifting options

Alia Bhatt shared her excitement, stating, “This is a dream come true. We started as a small homegrown label and now, with the support of Reliance Retail and our shared purpose, we’re bringing Ed-a-Mamma’s world of nature and storytelling to families across India.”

Strategic Growth with Reliance Retail

Launched in 2020, Ed-a-Mamma has evolved into a holistic ecosystem of conscious living, branching out from sustainable kidswear into maternity wear, early learning books, toys, and gifts. In 2023, the brand entered a strategic partnership with Reliance Retail, enabling its national retail expansion and scaling of operations while preserving its core values of empathy, environmental responsibility, and imagination.

With its latest store in Bengaluru, Ed-a-Mamma reaffirms its commitment to nurturing eco-conscious families and raising environmentally aware children through mindful products and experiential retail.