Ed-a-Mamma Launches First Store at Jio World Drive, Emphasising Eco-Fashion

Ed-a-Mamma, the eco-conscious brand founded by actor and entrepreneur Alia Bhatt, has launched its first-ever standalone store at Jio World Drive, Mumbai. The brand is known for its sustainable kids' and maternity wear and aims to encourage families to embrace responsible fashion choices while offering a variety of environmentally friendly products designed to foster a love for the planet. This store launch represents a notable milestone for the brand, which has been expanding rapidly since its establishment.

The launch event featured the second edition of ‘Spill the Beans’, hosted by Alia Bhatt, where well-known mummy influencers and advocates of conscious parenting shared insights and personal experiences. The discussion spanned topics such as the joys of mindful parenting, nurturing eco-conscious values in children, and the importance of creativity in child development.

Alia Bhatt commented on the significance of the launch, stating, “Ed-a-Mamma’s first offline store marks a significant milestone for our brand. We began as a small, homegrown business, and with the partnership of Reliance Brands Limited, we’ve expanded our offerings to include clothing, books, and toys—all available in our store. I’m eager for everyone to explore the world of Ed-a-Mamma and engage with our community.”

Located on the second floor of the mall, the store features a nature-inspired design that integrates sustainability at every touchpoint. It offers a broad range of products, including maternity wear, nursing wear, infant wear, and kids' clothing for ages 0 to 14, with prices starting at ?799. Each garment is made from high-quality natural fibres and includes eco-friendly buttons and trims. The brand also provides seed balls with each kids' garment, promoting engagement with nature through tree planting.

In line with its commitment to sustainability, Ed-a-Mamma has expanded its product line to include toys, bedding, and accessories. This new collection features linen dolls, upcycled fabric plushies, bags, and handcrafted hair accessories, all designed with the same eco-friendly ethos. A selection of wooden toys will follow, further supporting natural, non-toxic options for environmentally conscious parents. The complete toy collection and additional accessories will soon be available on Ed-a-Mamma’s website.