Indian sustainable clothing and lifestyle label Ed-a-Mamma has launched its first standalone store in Bengaluru.
Located on the second floor of the newly opened Mall of Asia, the 805sq ft outlet marks the brand’s fourth brick-and-mortar retail outlet in India and its first in the southern region.
“Ed-a-Mamma’s first offline store in Bengaluru is a significant milestone for our brand and a dream come true for me,” said brand founder and Bollywood celebrity Alia Bhatt in a press release. “We began as a small, homegrown business and with the right partnership with Reliance and a shared purpose; we’ve been able to grow our world to include clothing, books, toys and so much more – all designed to nurture a love for the planet.”
The store’s visual merchandising draws from ‘Ed Finds A Home’, Bhatt’s debut children’s book and is designed to immerse young visitors in the whimsical world of its central characters. The product line-up includes children’s clothing made from natural fabrics, plastic-free trims, upcycled toys, lifestyle accessories and maternity wear. Each garment for children includes a seed ball potli to encourage tree planting and environmental engagement.
The store has been designed using eco-conscious materials and natural textures, reflecting the brand’s commitment to sustainability. Founded by actor and entrepreneur Alia Bhatt, Ed-a-Mamma entered a strategic partnership with Reliance Retail Ventures Limited in 2023.
