Ed-a-Mamma: Alia Bhatt’s Eco-Conscious Fashion Brand Expands with a New Store in Noida

Ed-a-Mamma, the sustainable kids’ and maternity wear brand founded by Bollywood star Alia Bhatt, has launched its second physical store at DLF Mall of India, Noida. This milestone is a testament to the brand’s rising popularity and its commitment to making sustainable fashion more accessible for families across India.

A Vision for Eco-Friendly Fashion

Launched in 2020, Ed-a-Mamma centers on environmentally conscious practices, crafting high-quality, stylish clothing that’s gentle on the planet. The brand’s range caters to children aged 2–14 and includes maternity wear, offering thoughtfully designed garments made from biodegradable fibers and GOTS-certified organic cotton. All dyes used are AZO-free, ensuring the clothes are safe for sensitive skin.

The brand doesn’t just stop at sustainable materials—it creatively repurposes fabric scraps into accessories like hair bands and potli bags. Additionally, every Ed-a-Mamma product comes with a seed ball, encouraging families to plant and nurture greenery as part of their sustainable lifestyle.

Strategic Growth with Reliance Retail

Ed-a-Mamma achieved a significant milestone in September 2023, when Reliance Retail Ventures Ltd. (RRVL) acquired a 51% stake in the company. This partnership underscores a shared commitment to scaling eco-friendly fashion in India. By blending Alia Bhatt’s vision with Reliance Retail’s expansive reach, the brand is poised to transform the way families think about sustainable clothing.

Expanding Access and Promoting Responsibility

From its beginnings as a direct-to-consumer brand, Ed-a-Mamma has rapidly expanded its presence across e-commerce platforms and now physical stores. The opening of the Noida store brings its thoughtfully designed collections closer to customers, empowering them to make responsible choices without compromising on style or comfort.

Alia Bhatt’s vision with Ed-a-Mamma reflects her deep commitment to sustainability, extending beyond clothing to inspire broader environmental consciousness. With every seed ball, every eco-friendly garment, and now a new store, Ed-a-Mamma is not just a brand—it’s a movement toward a greener, kinder world for children and families alike.