- Marks the opening of its second store, bringing Ed-a-Mamma’s sustainability and eco-friendly fashion philosophy to the city of pearls
Hyderabad, 13th May, 2026: Ed-a-Mamma, the sustainable clothing and lifestyle brand for children, has unveiled its second exclusive brand outlet (EBO) in Hyderabad at Sarath City Capital Mall. This launch marks the brand’s continued retail expansion across key markets, strengthening its presence in the South with a focus on high-potential urban centres.
Founded by entrepreneur and actor Alia Bhatt, Ed-a-Mamma has evolved into a thoughtful lifestyle brand for families. What began as a sustainable kidswear label has grown into a wider ecosystem spanning maternity wear, toys, books, accessories and most recently, baby care – each rooted in a nature-first philosophy that encourages mindful living from an early age.
The Hyderabad store enhances accessibility for consumers while supporting the brand’s broader strategy. Offline retail continues to play a key role in driving discovery, deeper engagement and repeat purchases across both physical and digital platforms. With an existing presence in the city at Lakeshore Mall Y Junction, this second store further strengthens Ed-a-Mamma’s footprint and deepens its connection with Hyderabad’s growing base of conscious consumers. Rooted in naturally sourced materials and gentle design, Ed-a-Mamma creates products that are safe, thoughtful and planet-friendly.
Located on the second floor of Sarath City Capital Mall, the 941 sq. ft store follows the Exclusive Brand Outlet (EBO) format. Designed as a warm, inviting space, it reflects Ed-a-Mamma’s signature nature-inspired aesthetic. Thoughtful use of natural textures, soft visual elements, and storytelling-led displays come together to create an environment where children can explore freely, while parents discover the brand’s offerings.
Commenting on the store launch, Alia Bhatt, Founder, Ed-a-Mamma, said, “Hyderabad has been such an important part of our journey, and seeing the love we’ve received here makes this second store even more meaningful. With every new space, we’re not just opening a store, we’re creating a place where families can experience Ed-a-Mamma and everything it stands for. Our focus has always been on making products that are kind to children and the planet, and it’s incredibly heartening to see that resonate so strongly here. We’re excited to continue growing our community in Hyderabad.”
The store offers a comprehensive view of Ed-a-Mamma’s growing product universe, including kidswear for ages 0–14 crafted from natural fabrics, maternity wear, toys, books, lifestyle accessories and the newly introduced clean conscious baby care range. Bringing together essential categories under one roof, the format enables families to make mindful choices with ease.
As part of its long-term growth roadmap, Ed-a-Mamma continues to expand its retail footprint across key markets. With a growing presence across categories and geographies, the brand is steadily strengthening its position as a trusted, purpose-led sustainable lifestyle brand for families across India.
