Started during the pandemic, Actor and Entrepreneur Alia Bhatt’s kidswear business Ed-a-Mamma has witnessed over 10x growth in the last 18 months.
August 5, 2022
Ed-a-Mamma has marked the inception of its offline presence by launching its kidswear collection in the Indian market in a shop-in-shops format. The sustainable kidswear brand has forayed into the retail market in major metro cities and Tier 2 cities through Shoppers Stop, and Lifestyle stores.
The kidswear business has launched seven stores in Mumbai – one each in Andheri, Juhu, Ghatkopar, Goregaon, Kurla & two in Malad. The stores are also present in Navi Mumbai, Surat & Pune. In North India, the shop-in-shops have been launched in Delhi, Noida, and Gurugram. In Southern India, Ed-a-Mamma has stores in Bengaluru, Hyderabad, Chennai & Mangalore. It also has stores in Kolkata and Indore, respectively.
About the growth of the kidswear brand, Alia Bhatt, Founder, Ed-a-Mamma, said, “Over the past 18 months, Ed-a-Mamma has grown so much and received immense love! Storytelling is at the heart of the brand and Ed-a-Mamma is passionate about nurturing a love for the planet in children. Our conscious clothing brand includes garments which have nickel-free trims and plastic-free buttons. Our fabrics are plant-based and degradable. Even the dyes we use are AZO-free and safe for the environment & our children. Being one of the leading sustainable brands in the kidswear space, we decided to go with the Omni channel approach and launched a specially curated collection for our retail outlets, and cannot wait for our customers to come and experience it.”
Started in 2020, Ed-a-Mamma began its journey with about 160 options, and now has 1200 options available on its website. Sustainable apparel products for both boys and girls are available on all the major e-commerce platforms such as Myntra, Flipkart, TataCliq, Nykaa Fashion, Amazon, and FirstCry. The brand has witnessed a 10X growth in the previous 18 months.
About the expansion of their offline retail presence, Iffat Haider Jivan, Business Head, Ed-a-Mamma, explained, “Now, with our first foot in the retail segment, we want to give both children and parents an opportunity to touch and feel the product, for them to be able to experience the natural fabrics and comfort of the range. The Ed-a-Mamma team is working towards expanding into other categories as well. We are confident that we will win the same affection from the retail market as we have received from the online world.”