From little wardrobes to storybooks, toys and baby care, Alia Bhatt’s purpose-driven brand marks six years with a growing retail footprint and ambitions that reach beyond India.

There is something special about a brand that begins with a simple idea and gradually finds its way into the everyday rituals of family life. For Ed-a-Mamma, that idea was rooted in childhood, conscious choices and a gentler relationship with the planet. Six years later, Alia Bhatt’s children’s and lifestyle label is entering a new chapter, one that reaches well beyond the wardrobe.

Founded in 2020, Ed-a-Mamma celebrates its sixth anniversary this October, marking its evolution from a digital-first kidswear brand into a multi-category business spanning clothing, books, toys, accessories, baby care and bedding. Along the way, its founding philosophy, “We are all Children of Mother Earth,” has remained central to the brand’s identity.

The milestone arrives as the business continues to expand its physical retail presence across India, bringing its products closer to families while exploring opportunities for further growth.

From the Little Things to a Bigger Vision

When Ed-a-Mamma first entered the market, children’s clothing was the starting point for a broader ambition: to create products that reflected a more conscious approach to childhood and everyday living.

Over the years, that vision has grown to encompass more of the experiences that shape a child’s world. From what little ones wear and play with to the stories they hear and the spaces they sleep in, the brand has steadily extended its presence across categories associated with early childhood and motherhood.

Reflecting on the anniversary, founder Alia Bhatt spoke about the journey from an idea she believed in to a business shaped by the families who have embraced it.

For her, the evolution has been as much about listening to parents and understanding their needs as it has been about expanding the product portfolio. The next phase, she indicated, will bring further opportunities to become part of the small, everyday moments that make up family life.

A Growing Retail Footprint Across India

One of the most notable developments in Ed-a-Mamma’s sixth year has been its expansion into physical retail.

In 2026, the brand added eight exclusive brand outlets across seven cities: Delhi-NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow and Kochi. With these additions, its total exclusive store count has reached 12 across India.

The expansion is being pursued in partnership with Reliance Retail Ventures Limited, strengthening the brand’s presence alongside its digital and marketplace channels.

For a business rooted in children’s products, physical stores offer families another way to discover the collection, explore different categories and engage with the brand beyond a digital shopping experience.

The inclusion of Raipur among the cities in its expansion also brings the brand’s growing retail story to Chhattisgarh, reflecting the wider reach of organised lifestyle retail beyond India’s largest metropolitan markets.

A Brand Built Around Conscious Childhood

Sustainability remains a defining part of Ed-a-Mamma’s founding ethos. Its philosophy centres on thoughtful products, responsible material choices, playful experiences and encouraging children to develop a meaningful connection with the natural world.

The brand’s expansion into books, toys, accessories, baby care and bedding gives that philosophy a wider canvas. Rather than remaining limited to what children wear, its offering increasingly touches the routines and experiences that accompany growing up.

As the business broadens its categories, the challenge will be to maintain a coherent identity across products while continuing to respond to the changing expectations of parents.

Six Years In, and More to Come

To mark the anniversary, Ed-a-Mamma is celebrating throughout October with initiatives across its stores and digital platforms. The celebrations will include exclusive offers from October 16 to 18, 2026, inviting families to participate in the milestone.

Looking ahead, the brand plans to deepen its presence across children’s and motherhood categories, develop its product portfolio further and explore new domestic and international markets, including the GCC region.

The ambition signals a move towards a broader lifestyle business, supported by an expanding retail network and an increasingly diverse range of products.

The Next Chapter of Ed-a-Mamma

Six years can transform an initial idea into something considerably more expansive. For Ed-a-Mamma, the journey has taken it from a digital-first kidswear label to a growing business that seeks to participate in more aspects of childhood and family life.

Yet, as Alia Bhatt reflected in her anniversary message, the journey still feels as though it is only beginning.

The next chapter will be shaped by how the brand balances expansion with the values on which it was founded, reaching more families while keeping conscious living at the heart of its proposition.

Because sometimes, the most meaningful measure of a brand’s growth is not simply how much it offers, but how thoughtfully it becomes part of everyday life.