Ed-a-Mamma, the sustainable clothing and lifestyle brand for children, has unveiled its first exclusive brand outlet (EBO) in Chennai at VR Chennai Mall. This launch marks the brand’s continued retail expansion across key markets, strengthening its presence in the South with a focus on high-potential urban centers.

Founded by entrepreneur and actor Alia Bhatt, Ed-a-Mamma has evolved into a thoughtful lifestyle brand for families. What began as a sustainable kidswear label has grown into a wider ecosystem spanning maternity wear, toys, books, accessories and most recently, baby care - each rooted in a nature-first philosophy that encourages mindful living from an early age.

The Chennai store enhances accessibility for consumers while supporting the brand’s broader strategy. Offline retail continues to play a key role in driving discovery, deeper engagement and repeat purchases across both physical and digital platforms. With a focus on naturally sourced materials and gentle design, Ed-a-Mamma creates products that are safe, thoughtful and planet-friendly.

Located on the second floor of VR Chennai Mall, the 868 sq. ft. store follows the Exclusive Brand Outlet (EBO) format. Designed as a warm, inviting space, it reflects Ed-a-Mamma’s signature nature-inspired aesthetic. Thoughtful use of natural textures, soft visual elements, and storytelling-led displays come together to create an environment where children can explore freely, while parents discover the brand’s offerings.

Commenting on the store launch, Alia Bhatt, Founder, Ed-a-Mamma, said, “Opening our first Ed-a-Mamma store in Chennai is an important step in our brand journey. From day one, the idea has been simple - to create practical products for kids and do it responsibly. Having a physical space means people can really experience the universe we’ve been building, the materials, the functionality and the thought behind each piece. I’m looking forward to seeing how families here make the space their own and how the brand grows with them.”

The store offers a comprehensive view of Ed-a-Mamma’s growing product universe, including kidswear for ages 0–14 crafted from natural fabrics, maternity wear, toys, books, lifestyle accessories and the newly introduced clean conscious baby care range. Bringing together essential categories under one roof, the format enables families to make mindful choices with ease.

As part of its long-term growth roadmap, Ed-a-Mamma continues to expand its retail footprint across key markets. With a growing presence across categories and geographies, the brand is steadily strengthening its position as a trusted, purpose-led sustainable lifestyle brand for families across India.