~Fourth store nationally for Alia Bhatt’s nature-loving brand under Reliance Retail partnership
Bengaluru, Karnataka, Apr 30, Ed-a-Mamma, the homegrown sustainable clothing and lifestyle brand for children and mothers, has opened its first standalone store in Bengaluru. 
Ed-a-Mamma sources said, Located at the newly launched Mall of Asia, this new address marks the brand’s fourth physical store in India, and the first in the South, as the brand scales thoughtfully in partnership with Reliance Retail Ventures Ltd. (RRVL)—bringing its planet-positive philosophy to one of the country’s most dynamic retail destinations.
Founded by actor and entrepreneur Alia Bhatt, Ed-a-Mamma has captured the hearts of conscious families across India with its joyful, earth-friendly approach to kids wear, maternity wear, and early learning products. With every product rooted in storytelling and sustainability, the brand inspires young children and their caregivers to engage with nature in meaningful ways.
“Ed-a-Mamma’s first offline store in Bengaluru is a significant milestone for our brand and a dream come true for me!” said Alia Bhatt, Founder. “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. I’m excited for Bengaluru’s families to experience everything we’ve built with so much heart.”
Located on the second floor of Mall of Asia, the 805 sq ft store has been thoughtfully constructed using sustainable materials, including eco-conscious fixtures and natural textures. It reflects Ed-a-Mamma’s “forest-first” philosophy, where nature is both inspiration and intention. What makes this store truly magical is how it brings to life the whimsical world of Ed Finds A Home, Alia Bhatt’s debut children’s book. The visual merchandising playfully recreates the journey of Ed, a hopeful dog in search of a family, and Alia, a compassionate girl with a secret superpower—echoing the brand’s deeper values of empathy, environmentalism, and wonder. Each storytelling zone is designed to immerse young visitors into the universe of Ed and his friends.
The product range includes: Kidswear (ages 0–14) made with natural fabrics and plastic-free trims
Maternity and nursing wear that’s as comfortable as it is conscious
Toys, including plush and upcycled linen dolls, with wooden toys launching soon
Lifestyle accessories such as bags, hair clips, bedding, and gift sets
Every kidswear garment comes with a seed ball potli, encouraging children to plant trees and connect with the planet—one outfit at a time.
Since its launch in 2020, Ed-a-Mamma has grown into a full-fledged ecosystem of conscious living. What began as a sustainable kidswear brand has now expanded to include maternity collections, books, toys, and seasonal gifting—all designed around the idea that childhood is better when rooted in nature. From repurposed trims and reusable tags to non-toxic fabrics and thoughtful packaging, every detail reflects the brand’s mission to raise a generation of environmentally mindful citizens.
In 2023, Ed-a-Mamma entered a strategic partnership with Reliance Retail Ventures Ltd. (RRVL), a move that has helped accelerate its growth and expand its retail footprint across the country.
ABOUT ED-A-MAMMA: Ed-a-Mamma is an eco-conscious brand for children and mothers, founded by Alia Bhatt in 2020. Designed to put the planet first, its product universe spans kidswear, maternity wear, toys, accessories, and books—all made using natural materials and sustainable practices. Every piece is crafted to nurture a child’s imagination, foster creativity, and deepen their connection with nature. Ed-a-Mamma is on a mission to raise a generation that is kind to the Earth and to one another.
ABOUT RELIANCE RETAIL VENTURES LIMITED: RRVL, through its subsidiaries and affiliates, operates an integrated omni-channel network of 19,340 stores and digital commerce platforms across Grocery, Consumer Electronics, Fashion & Lifestyle and Pharma consumption baskets and has partnered with over 3 million merchants through its New Commerce initiative. Reliance Retail Limited, a subsidiary of RRVL, is the only Indian retailer in the global Top 100 and amongst the fastest growing retailers globally as per Deloitte’s Global Powers of Retailing 2023. RRVL reported a consolidated turnover of ₹ 3,30,870 crore and EBITDA of ₹ 25,053 crore for the year ended March 31, 2025.