India, 14th October 2026: Ed-a-Mamma, the purpose-driven children’s and lifestyle brand founded by actor and entrepreneur Alia Bhatt, celebrates its sixth anniversary this October, marking six years of growth and evolution from a digital-first kidswear brand into a growing multi-category business with an expanding exclusive retail presence across India.
When Ed-a-Mamma launched in 2020, kidswear was the starting point for a larger vision. Since then, the brand has continued to build on that vision, evolving into a broader lifestyle offering for children and parents. Throughout this evolution, the brand has remained guided by its conscious ethos and commitment to sustainability. In 2026, Ed-a-Mamma added eight exclusive brand outlets (EBOs) across seven cities—Delhi-NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow and Kochi—taking its total exclusive store count to 12 across India. In partnership with Reliance Retail Ventures Limited, the brand continues to strengthen its retail footprint, bringing its products closer to families across markets, alongside its digital and marketplace presence.
Reflecting on the milestone, Alia Bhatt, Founder of Ed-a-Mamma, said: “Six years ago, Ed-a-Mamma started with an idea I really believed in. I wanted to create a brand that put children and the planet at the heart of what it did. It’s quite amazing to see how that idea has evolved over the years, and how much we’ve learnt along the way.
Our journey has been shaped by the families who have been a part of it. Listening to parents and understanding what matters to them has helped us think bigger and explore new ways to be a part of a child’s life. We began with clothing, and today, we have books, toys, accessories, baby care and bedding. I love that we can now be a part of so many little moments, from what children wear and play with to the stories they grow up listening to and their daily routines.
As we turn six, I’m feeling incredibly grateful to all the families across India who have trusted us and grown with us. There’s still so much we want to do, so many more families we hope to reach and so many new possibilities we’re excited to explore. I’m proud of what Ed-a-Mamma has become, and I’m even more excited about what’s ahead. In many ways, it still feels like we’re just getting started!”
To mark its sixth anniversary, Ed-a-Mamma will celebrate throughout October with initiatives across its stores and digital platforms, bringing together the families, teams and communities that have contributed to its journey. As part of the celebrations, the brand will be extending exclusive offers from 16 to 18 October 2026, inviting families to join in the anniversary celebrations.
Looking ahead, Ed-a-Mamma aims to deepen its presence across children’s and motherhood categories, further develop its product portfolio and explore opportunities in new domestic and international markets, including the GCC region.
As the brand enters its seventh year, it remains guided by its founding belief, “We are all Children of Mother Earth.” This philosophy continues to shape its approach to thoughtful products, responsible material choices, playful experiences and conscious living—bringing the brand closer to its ambition of nurturing a more meaningful relationship between children and the natural world.
About Ed-a-Mamma
Founded in 2020 by Alia Bhatt, Ed-a-Mamma is a children’s and lifestyle brand built around the belief that childhood and care for the planet can grow together. With a portfolio spanning kidswear, maternity wear, early-learning products and a recently launched personal care range for babies and children, the brand brings together thoughtful design, storytelling and conscious choices to encourage children and their caregivers to connect with nature.
The brand’s approach to responsible design is reflected in its product and packaging choices. These include GOTS-certified organic cotton in its infants’ unisex range, 100% cotton clothing, AZO-free dyes, plastic-free buttons, nickel-free trims, recycled sewing threads and biodegradable packaging. Its denim is produced in facilities described as compliant with Zero Discharge of Hazardous Chemicals (ZDHC) and Zero Liquid Discharge (ZLD) standards, with processes designed to reduce water consumption. The brand also encourages nature connection through initiatives such as seed balls that children can grow at home, while fabric scraps are upcycled into toys and keepsakes to support waste reduction.
In 2023, Reliance Retail Ventures Limited (RRVL) acquired a 51% stake in Ed-a-Mamma, supporting the brand’s growth ambitions and wider reach. The partnership brings together Ed-a-Mamma’s purpose-led brand proposition and Reliance Retail’s retail ecosystem to support its next phase of expansion.
