Ed-a-Mamma Celebrates Six Years of Growth and Expansion

Founded by Alia Bhatt, the children’s and lifestyle brand expands its retail presence to 12 exclusive stores and plans further growth across India and international markets.

Ed-a-Mamma, the purpose-driven children’s and lifestyle brand founded by actor and entrepreneur Alia Bhatt, is celebrating its sixth anniversary this October. Over the past six years, the brand has grown from a digital-first kidswear business into a multi-category brand for children and parents.

Launched in 2020, Ed-a-Mamma began with clothing and a wider vision centred on children and the planet. Since then, it has expanded its product range while continuing to focus on sustainability and conscious living.

Ed-a-Mamma Expands Retail Presence Across India

In 2026, Ed-a-Mamma opened eight exclusive brand outlets (EBOs) across seven cities. These include Delhi-NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow and Kochi. As a result, the brand now operates 12 exclusive stores across India.

In partnership with Reliance Retail Ventures Limited, Ed-a-Mamma continues to expand its retail network. This growth brings its products closer to families across different markets. The brand also reaches customers through its digital platforms and online marketplaces.

From Kidswear to a Wider Lifestyle Range

Since its launch, Ed-a-Mamma has steadily expanded beyond clothing. Its current portfolio includes books, toys, accessories, baby care products and bedding.

This growth reflects the brand’s aim to become part of more aspects of family life. From everyday clothing and playtime to bedtime stories and daily care routines, its products cater to different needs as children grow.

Reflecting on the anniversary, Alia Bhatt, Founder of Ed-a-Mamma, said:

“Six years ago, Ed-a-Mamma started with an idea I really believed in. I wanted to create a brand that put children and the planet at the heart of what it did. It’s quite amazing to see how that idea has evolved over the years, and how much we’ve learnt along the way.

Our journey has been shaped by the families who have been a part of it. Listening to parents and understanding what matters to them has helped us think bigger and explore new ways to be a part of a child’s life. We began with clothing, and today, we have books, toys, accessories, baby care and bedding. I love that we can now be a part of so many little moments, from what children wear and play with to the stories they grow up listening to and their daily routines.

As we turn six, I’m feeling incredibly grateful to all the families across India who have trusted us and grown with us. There’s still so much we want to do, so many more families we hope to reach and so many new possibilities we’re excited to explore. I’m proud of what Ed-a-Mamma has become, and I’m even more excited about what’s ahead. In many ways, it still feels like we’re just getting started!”

Anniversary Celebrations Throughout October

To mark its sixth anniversary, Ed-a-Mamma will host celebrations across its stores and digital platforms throughout October. The activities will bring together the families, teams and communities that have supported the brand over the years.

As part of the celebrations, the brand will offer exclusive deals from 16 to 18 October 2026. These offers will give families an opportunity to take part in the anniversary milestone.

Plans for Future Growth

Looking ahead, Ed-a-Mamma plans to strengthen its presence in children’s and motherhood categories. It also aims to expand its product range and explore new markets in India and overseas, including the Gulf Cooperation Council (GCC) region.

As it enters its seventh year, the brand continues to follow its founding belief: “We are all Children of Mother Earth.”

This philosophy guides its focus on thoughtful products, responsible material choices, playful experiences and conscious living. Through these efforts, Ed-a-Mamma aims to build a more meaningful connection between children and the natural world.