Expanding its business, Ed-a-Mamma, the conscious kids’ clothing D2C brand, is launching its kidswear collection in the Indian market via shop-in-shops.
The brand has stepped into the retail market in major metropolitan cities as well as in Tier-2 cities through Shoppers Stop & Lifestyle stores.
The collection is launched in various stores across Mumbai, Surat, Pune, Delhi-NCR, Bengaluru, Hyderabad, Chennai and Mangalore, amongst others.
Launched in October 2020 with about 160 options, the brand now has 1,200 options live on its website.
It has also successfully launched a 100 per cent sustainable product with plastic-free buttons and trims and has registered a 300 per cent top-line growth year-on-year (Y-o-Y).
Ed-a-Mamma has also manufactured and launched green denims and a 100 per cent organic line of clothing with GOTS certification.
Alia Bhatt, Founder, Ed-a-Mamma, said “Storytelling is at the heart of the brand and Ed-a-Mamma is passionate about nurturing 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 and our children. Being one of the leading sustainable brands in the kidswear space, we decided to go with the omnichannel approach and launched a specially curated collection for our retail outlets, and cannot wait for our customers to come and experience it.”
Iffat Haider Jivan, Business Head, Ed-a-Mamma, said “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.”
Bharat Tex Special Report 2026 
