Ed-a-Mamma, the sustainable children’s clothing brand founded by actor and entrepreneur Alia Bhatt, has inaugurated its second brick-and-mortar store at DLF Mall of India in Noida. This expansion reflects Ed-a-Mamma’s growing commitment to providing eco-conscious clothing options to a larger audience, catering to children and maternity wear.

Founded in 2020, Ed-a-Mamma is guided by a mission to create a positive impact on the environment by promoting sustainable fashion choices. The brand specializes in children's apparel for ages 2–14, offering a diverse range of shirts, dresses, shorts, tees, jumpsuits, joggers, and trousers. Each item is designed with comfort and practicality in mind, using biodegradable fibers and safe, AZO-free dyes to create clothing that is gentle on both skin and the planet. Additionally, the brand offers organic options made from GOTS-certified cotton.

In September 2023, Reliance Retail Ventures Ltd. (RRVL) entered into a joint venture with Ed-a-Mamma, acquiring a 51% stake in the brand. This strategic partnership aligns with both companies’ goals of scaling sustainable fashion in India.

Ed-a-Mamma operates on a direct-to-consumer (D2C) model, and its products are available on its website and major e-commerce platforms. This latest store at DLF Mall of India expands its physical presence, making its earth-friendly collections more accessible.

Sustainability lies at the core of Ed-a-Mamma’s ethos. The brand incorporates eco-friendly practices throughout its product lifecycle, such as reusing fabric scraps for accessories like hair bands and potli bags, and including a seed ball with every garment to encourage children and families to engage with nature by planting their own gardens.

Ed-a-Mamma continues to redefine children’s fashion with its environmentally conscious approach, supporting families in making responsible fashion choices and contributing to a greener future.