Bollywood actress Alia Bhatt founded Ed-a-Mamma, a sustainable kids clothing brand, started its offline operation by presenting its collection in the Indian market through shop-in-shops. The business has declared plans to join the retail industry through Shoppers Stop & Lifestyle outlets in major metropolitan cities as well as Tier II cities. The company has already begun by opening seven stores in Mumbai: one in Andheri, Juhu, Ghatkopar, Goregaon, Kurla, and two in Malad. The outlets can also be found in Navi Mumbai, Surat, and Pune. Shop-in-shops have opened in Delhi, Noida, and Gurugram in North India. Ed-a-Mamma has outlets in Bengaluru, Hyderabad, Chennai, and Mangalore in Southern India. It also operates outlets in Kolkata and Indore.
The brand debuted in October 2020 with approximately 160 possibilities and now has 1200 alternatives available on its website. All of the main e-commerce platforms, including Myntra, Flipkart, TataCliq, Nykaa Fashion, Amazon, and First Cry, sell the products. Ed-a- Despite being exclusively available on FirstCry, Mamma made INR 1 crore in its first month of release. It has successfully launched a 100 percent sustainable product with plastic-free buttons and trims, and its top-line growth has increased by 300 percent year on year. It has also created and marketed green denims and a 100% organic clothing line with Global Organic Textile Standard certification.
During the launch event, Alia Bhatt stated that Ed-a-Mamma has grown so much in the previous 18 months and has gotten so much affection. The brand was founded on storytelling, and Ed-a-Mamma is dedicated to instilling a love of the environment in youngsters.
"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 and 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.” She Added.
Iffat Haider Jivan, Business Head, Ed-a-Mamma, said, “We launched Ed-a-Mamma as a D2C brand during the peak of the pandemic, and have received so much love since then. All our collections have sold out. We have worked hard to achieve products that maintain a high standard of quality and are comfortable for kids. 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.”
