Ed-a-Mamma triples store count with 8 new outlets across 7 cities
Alia Bhatt-founded kidswear and maternity brand, majority-owned by Reliance Retail since 2023, expands from 4 to 12 stores. New outlets in Delhi NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow, and Kochi stock kidswear (ages 0-14), maternity, toys, and a newly launched baby care line.
What happened
Ed-a-Mamma, the Alia Bhatt-founded kidswear and maternity brand majority-owned by Reliance Retail, opened 8 new stores across 7 Indian cities, taking total
Key facts
- 8 new stores
- 12 total stores
- 51% stake (2023)
- ages 0-14
Why this matters
The expansion into 7 new cities plus a baby care line extension widens Ed-a-Mamma's moat in the kids-and-maternity adjacency, raising the bar for any competing acquirer eyeing celebrity-founded D2C brands in this category.