Alia Bhatt’s Ed-a-Mamma to enter international markets

By

Maverick Martins

Published
Oct 14, 2022

Bollywood actor Alia Bhatt’s direct-to-consumer (D2C) fashion brand Ed-a-Mamma plans to enter international markets by launching the brand in the UAE and Europe next year.

The brand also plans to strengthen its domestic retail presence and diversify its portfolio by launching new categories to cater to a wider audience.

Commenting on the expansion plans, Alia Bhatt, founder of Ed-a-Mamma told PTI, “I would like to focus on expanding outside India and add more categories to the brand. We started with a kids wear brand and are launching maternity wear this year. I would like to expand more into the infant segment. I would like to even add more vertical categories in and around the space of family care."

Talking about the plans to international, Bhatt said, "UAE is first on our list. Once that gets kicked off, I think by next year, we should be up and kicking in UAE and then kind of expand to Europe as well. Maybe, a year after that, focus on the rest of the world."

Ed-a-Mamma started in October 2020 currently retails clothing for children aged two to 14 years old from its dedicated e-commerce store as well as from a wide array of multi-brand online platforms like FirstCry, AJIO, Myntra among others.

Th brand has also partnered with Lifestyle and Shoppers Stop to increase its offline presence across the country.