{D2C 100} Ed-a-Mamma: Clothing For Kids
{D2C 100} Ed-a-Mamma: Clothing For Kids

Conscious clothing apparel brand Ed-a-Mamma, launched by Alia Bhatt, caters to children in the age group of 2-14 years. The brand was launched in October 2020 with about 160 products and now has 1,200 products live on its website. The products are available on all the major e-commerce platforms such as Myntra, Flipkart, TataCliq, Nykaa Fashion, Amazon, and First Cry, apart from its website.

Recently, Ed-a-Mamma expanded its business by launching its kidswear collection in the Indian market via shop-in-shops. The brand has stepped into the retail market in major metropolitan cities as well as Tier-II cities through Shoppers Stop and Lifestyle stores. 

“The business grew by tenfold in the last financial year, and is expected to grow by a minimum of twofold for the next two financial years,” Iffat Jivan, Business Head, Ed-a-Mamma said.

Going forward, the brand intends to develop a strong foothold in the physical distribution model. It is also planning to launch the brand in international markets. The first phase of this initiative will mark the launch of the brand in 5 countries. There is a plan to introduce same and next-day deliveries across metro cities in India for orders placed online by the third quarter of the year.

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