Alia Bhatt’s Sustainable Brand Ed-a-Mamma Launches First Exclusive Store in Varanasi at IP Sigra Mall

Varanasi: Expanding its footprint into high-potential Tier-2 markets, Ed-a-Mamma, the sustainable clothing and lifestyle brand founded by actor and entrepreneur Alia Bhatt, has inaugurated its first Exclusive Brand Outlet (EBO) in Varanasi. Located on the ground floor of the popular IP Sigra Mall, this launch marks a significant milestone in the brand's retail expansion strategy across key Indian cities.

Spanning an impressive 1,222 sq. ft., the new outlet is designed around Ed-a-Mamma’s signature nature-inspired aesthetic. The store features natural textures, soft visual elements, and storytelling displays, creating a warm, interactive environment where children can play freely while parents shop mindfully.

Originally launched as a sustainable kidswear label, Ed-a-Mamma has grown into a holistic family ecosystem. The Varanasi store showcases the brand's complete product universe under one roof, including organic clothing for children aged 0–14, maternity wear, eco-friendly toys, storybooks, accessories, and its newly introduced conscious baby care range.

Expressing her excitement on the launch, Founder Alia Bhatt said:

"Opening our first Ed-a-Mamma store in Varanasi feels very special for us. Every new store is a chance for us to get a little closer to families and share what we’ve been building with a lot of care. Having a physical space like this means people can walk in, spend time, and experience our nature-first philosophy for themselves."

By strengthening its offline retail presence, Ed-a-Mamma aims to drive deeper customer engagement and brand discovery. The Varanasi launch aligns with the brand’s long-term roadmap to establish itself as India's most trusted, purpose-led sustainable lifestyle destination for modern families.