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Strengthening its brick-and-mortar presence across key Indian markets, Ed-a-Mamma has launched eight new exclusive brand outlets (EBOs) in Delhi NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow, and Kochi.
Founded by actress and entrepreneur Alia Bhatt, the sustainable clothing and lifestyle brand for children and mothers now operates 12 stores nationwide following the latest expansion. The newly opened outlets include two stores in Hyderabad and one each in Delhi NCR, Chennai, Raipur, Varanasi, Lucknow, and Kochi.
According to the company, the expansion is designed to enhance customer accessibility while reinforcing its omnichannel growth strategy. Physical stores remain a key touchpoint for product discovery, customer engagement, and repeat purchases, complementing the brand’s digital channels and strengthening the overall shopping experience.
Founded by entrepreneur and actor Alia Bhatt, Ed-a-Mamma began as a sustainable kidswear brand and has since expanded into categories including maternity wear, toys, books, accessories, and baby care products.
Commenting on the retail expansion, Bhatt said, “Every new store for us is more than just a retail milestone, it’s a chance to embrace families in Ed-a-Mamma and its philosophy. We’ve always believed in creating products that are gentle on children and the planet, and it’s incredible to see that philosophy resonate with parents across different parts of the country. With each new city, we’re building a community that shares our love for the planet.”
As part of its latest phase of retail expansion, Ed-a-Mamma has opened new outlets at Lake Shore Y Junction and Sarath City Capital Mall in Hyderabad, VR Chennai in Chennai, Zora The Mall in Raipur, IP Sigra in Varanasi, Unity One Elegante in Delhi NCR, Forum Mall in Kochi, and Phoenix Palassio in Lucknow.
Designed in the exclusive brand outlet (EBO) format, each store offers the brand’s product portfolio spanning kidswear, maternity and nursing wear, toys, books, lifestyle accessories, and its recently introduced baby care range.
The store additions align with Ed-a-Mamma’s long-term growth plans, aimed at deepening its presence in key markets and further strengthening its position in the family-focused lifestyle and parenting segment.
