The brand 'Ed-Mamma', promoting clothes and lifestyle products for children and mothers by film actress Alia Bhatt, has opened its first standalone store in Bengaluru. This is the first store of the brand in South India, but it has opened four stores across the country so far. These stores have been opened in partnership with Reliance Retail Ventures Limited (RRVL). In 2023, there was a strategic agreement between Reliance Retail and Ed-Mamma.

Brand founder Alia Bhatt said, “The first offline store of 'Ed-Mamma' in Bangalore is an important milestone for our brand and a dream is to be true for me! Experience everything made. “

Spread over 805 sq ft in Mall of Asia, Bangalore, the store has been designed with environmental awareness. This shows the “Forest-first” vision of Ed-Mamma, where both natural inspiration and purpose are included. There are many products to plastic free kids wear, especially design clothes, toys, bags and lifestyle for children for children up to 14 years of age.