Ed-a-Mamma, the children’s and lifestyle brand founded by actor and entrepreneur Alia Bhatt, is celebrating its sixth anniversary in October 2026, marking its evolution from a digital-first kidswear business into a multi-category brand with an expanding retail presence across India. Launched in 2020, Ed-a-Mamma initially focused on children’s clothing before extending its portfolio to include books, toys, accessories, baby care and bedding. Throughout its expansion, the brand has maintained its focus on sustainability and conscious product development. In 2026, Ed-a-Mamma added 8 exclusive brand outlets (EBOs) across seven cities, including Delhi-NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow and Kochi. These additions have taken its total exclusive store count to 12 across the country. The brand is expanding its offline presence in partnership with Reliance Retail Ventures Limited, alongside its existing digital channels and marketplace operations. The growing store network is an opportunity for the signage companies engaging in in-store graphics, designs, displays, POSM solutions, etc. (Credit: Indian Retailer)
Ed-a-Mamma expands retail network
