The 868 sq. ft. exclusive brand outlet brings kidswear, maternity wear, toys, books, accessories and baby care to Chennai, as Alia Bhatt, Founder, Ed A Mamma, called the launch an important step in the brand journey.
Chennai, 21 May 2026: Ed A Mamma has opened its first exclusive brand outlet in Chennai at VR Chennai Mall, marking another step in the sustainable clothing and lifestyle brand’s retail expansion across key urban markets.
The store strengthens Ed A Mamma’s presence in South India and brings its family focused product range to one of Chennai’s major retail destinations. Located on the second floor of VR Chennai Mall, the 868 sq. ft. outlet follows the exclusive brand outlet format.
Founded by entrepreneur and actor Alia Bhatt, Ed A Mamma began as a sustainable kidswear label and has since grown into a wider lifestyle brand for families. Its portfolio now includes maternity wear, toys, books, accessories and baby care, along with kidswear rooted in a nature first approach.
The Chennai store has been designed as a warm and inviting space, using natural textures, soft visual elements and storytelling led displays. The layout allows children to explore freely while parents browse the brand’s range across categories.
Alia Bhatt, Founder, Ed A Mamma, said, “Opening our first Ed-a-Mamma store in Chennai is an important step in our brand journey. From day one, the idea has been simple, to create practical products for kids and do it responsibly. Having a physical space means people can really experience the universe we’ve been building, the materials, the functionality and the thought behind each piece. I’m looking forward to seeing how families here make the space their own and how the brand grows with them.”
The store offers kidswear for ages 0 to 14 made from natural fabrics, along with maternity wear, toys, books, lifestyle accessories and the newly introduced clean conscious baby care range. By bringing these categories together, the format allows families to access multiple product lines in one physical retail space.
Offline retail continues to be a key part of Ed A Mamma’s broader strategy, supporting discovery, deeper consumer engagement and repeat purchases across physical and digital platforms.
Founded in 2020, Ed A Mamma has built its presence among conscious families in India through kidswear, maternity wear, early learning products and personal care for babies and children. In 2023, Reliance Retail Ventures Limited acquired a 51 percent stake in the brand to support its growth and reach.
At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
Add Comment