The first standalone location of Ed-a-Mamma, an Indian sustainable apparel and lifestyle brand, has opened in Bengaluru. The brand’s first brick-and-mortar store in the southern area and fourth in India, the 805-square-foot store is situated on the second floor of the recently opened Mall of Asia.
Ed-a-Mamma’s first physical store in Bengaluru marks a major milestone for the brand and a personal achievement for founder Alia Bhatt. She reflected on the brand’s journey from its humble beginnings as a small, homegrown business to its current expansion with Reliance, now offering a range of products including clothing, books, toys, and more, all aimed at fostering a love for the planet.
Drawing inspiration from Bhatt’s first children’s book, “Ed Finds A Home,” the store’s visual branding aims to engross young customers in the imaginative world of its main characters. The product range consists of maternity apparel, recycled toys, lifestyle accessories, children’s clothes made of natural materials, and trims free of plastic. A seed ball potli is included with every children’s outfit to promote environmental awareness and tree planting.
The store’s design reflects the brand’s dedication to sustainability by utilising natural textures and eco-friendly materials.
