Bengaluru: Ed-a-Mamma, the homegrown sustainable clothing and lifestyle  brand for children and mothers, has opened its first standalone store in Bengaluru. Located at the newly launched Mall of Asia, this new address marks the brand’s fourth physical store in India, and the first in the South, as the brand scales thoughtfully in partnership with Reliance Retail Ventures Ltd. (RRVL)—bringing its planet-positive philosophy to one of the country’s most  dynamic retail destinations, the company announced today.

Founded by actor and entrepreneur Alia Bhatt, Ed-a-Mamma has captured the hearts of  conscious families across India with its joyful, earth-friendly approach to kids wear, maternity  wear, and early learning products. With every product rooted in storytelling and sustainability, the  brand inspires young children and their caregivers to engage with nature in meaningful ways, said the official press release.

“Ed-a-Mamma’s first offline store in Bengaluru is a significant milestone for our brand and a dream  come true for me!” said Alia Bhatt, Founder. “We began as a small, homegrown business, and  with the right partnership with Reliance and a shared purpose, we’ve been able to grow our world  to include clothing, books, toys, and so much more—all designed to nurture a love for the planet.  I’m excited for Bengaluru’s families to experience everything we’ve built with so much heart.”

An official press release states, “Located on the second floor of Mall of Asia, the 805 sq ft store has been thoughtfully constructed  using sustainable materials, including eco-conscious fixtures and natural textures. It reflects Ed a-Mamma’s “forest-first” philosophy, where nature is both inspiration and intention. What makes  this store truly magical is how it brings to life the whimsical world of Ed Finds A Home, Alia Bhatt’s  debut children’s book. The visual merchandising playfully recreates the journey of Ed, a hopeful  dog in search of a family, and Alia, a compassionate girl with a secret superpower—echoing the  brand’s deeper values of empathy, environmentalism, and wonder. Each storytelling zone is  designed to immerse young visitors into the universe of Ed and his friends.”

The product range includes:

• Kidswear (ages 0–14) made with natural fabrics and plastic-free trims • Maternity and nursing wear that’s as comfortable as it is conscious
• Toys, including plush and upcycled linen dolls, with wooden toys launching soon • Lifestyle accessories such as bags, hair clips, bedding, and gift sets

Every kidswear garment comes with a seed ball potli, encouraging children to plant trees and  connect with the planet—one outfit at a time.

“In 2023, Ed-a-Mamma entered a strategic partnership with Reliance Retail Ventures Ltd. (RRVL),  a move that has helped accelerate its growth and expand its retail footprint across the country,” the press statement further said.