Mumbai, 25th October 2024: Ed-a-Mamma, the eco-conscious brand founded by acclaimed actor and entrepreneur Alia Bhatt, has officially launched its first-ever standalone store at Jio World Drive, Mumbai. Known for offering sustainable kids and maternity wear, Ed-a-Mamma is committed to providing a diverse range of environmentally responsible products designed to nurture a love for the planet.
The store launch marks an important milestone for the brand, which has been growing rapidly since its inception.
The launch event featured the much-anticipated second edition of ‘Spill the Beans’, led by Alia Bhatt. It was a morning of stimulating conversations, during which renowned mommy influencers and advocates of conscious parenting shared their personal experiences and recommendations.. The discussion covered everything from the joys of mindful parenting to nurturing eco-conscious values in our little ones, and the role of creativity in child development.
Alia Bhatt expressing her excitement about the launch said, “Ed-a-Mamma’s first offline store marks a significant milestone for our brand and a dream come true for me! 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 excited for everyone to come and immerse themselves in the world of Ed-a-Mamma. The store launch was also the perfect opportunity to unveil the second edition of ‘Spill the Beans’, celebrating the power of community and shared values. I truly believe that by working together, we can inspire our children to embrace sustainability and creativity, ensuring a brighter future for all.”
Located on the second floor of the mall, the store is poised to make a significant impact showcasing a unique, nature-inspired design and a thoughtful integration of sustainability at every touchpoint. The new store offers an extensive range of products, including maternity wear, nursing wear, infant wear, and kids’ clothing for ages 0 – 14, with prices starting at ₹799. Each garment is crafted from high-quality natural fibers, with eco-friendly buttons and trims. Notably, the brand incorporates unique features such as seed balls with each kids’ garment, encouraging children and parents to connect with nature by planting trees.
In line with its dedication to sustainability, Ed-a-Mamma has expanded beyond clothing with the exciting launch of its first toys, bedding and accessories range. Starting with linen dolls, upcycled fabric plushies, bags to handcrafted hair accessories, this collection is crafted with the same eco-friendly ethos the brand is known for. A range of wooden toys will soon follow, further promoting natural, non-toxic alternatives for conscious parents. The entire toy collection, along with other accessories, will also be soon available on Ed-a-Mamma’s website.
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About Ed-a-Mamma | Website | Instagram
A part of Reliance Brands Limited, Ed-a-Mamma is a brand that cares about children and the earth. It offers clothes that are designed to put the planet first and build a conscious generation, one product at a time. In 2022, the brand expanded to include a range of maternity wear for moms-to-be, followed by a line of nursing wear for new moms and infant wear for kids 0-3 years of age in early 2023. The brand boasts of 2200 options currently and every season it launches 550 options across maternity, infant and kids wear. The range of clothing offered includes fabrics that are made of the highest quality natural fibers with buttons and trims that are plastic and nickel-free. Leftover fabric scraps are repurposed to create trims and fun accessories. The tags of the children’s clothing line can be reused as bookmarks. In the kids-wear collection, each garment comes with a little potli filled with a seed ball, and a tree waiting to be planted in an activity designed to bring children and parents outdoors. Their collection of toys and accessories is thoughtfully crafted with the same eco-friendly ethos that defines the brand. Because no matter who we are, no matter what we do, we all have one planet in common. And we’re all children of Mother Earth.
