Ed-a-Mamma Expands Hyderabad Footprint with New Sustainable Fashion Hub at Sarath City Capital Mall

HYDERABAD: Ed-a-Mamma, the pioneering sustainable clothing and lifestyle brand for children, has officially strengthened its retail presence in South India with the launch of its second exclusive brand outlet (EBO) in Hyderabad. Located at the bustling Sarath City Capital Mall, the new store marks a significant milestone in the brand’s aggressive expansion strategy across high-potential urban markets.

Founded by acclaimed actor and entrepreneur Alia Bhatt, Ed-a-Mamma has rapidly evolved from a niche, nature-first kidswear label into a holistic lifestyle ecosystem for families. Today, the brand’s diverse portfolio spans maternity wear, toys, books, accessories, and a recently launched conscious baby care line all unified by a core philosophy of mindful living and environmental stewardship.

Elevating the Offline Retail Experience:
The new 941 sq. ft. store, situated on the second floor of Sarath City Capital Mall, is meticulously designed to reflect Ed-a-Mamma’s signature nature-inspired aesthetic. Moving away from traditional retail setups, the space utilizes warm, natural textures, soft visual elements, and interactive storytelling displays. The result is an inviting, experiential environment where children can explore freely while parents discover the brand’s planet-friendly offerings.

While digital platforms remain robust, Ed-a-Mamma is heavily prioritizing its offline footprint to drive deeper consumer engagement, brand discovery, and omnichannel loyalty. This second location complements the brand’s existing Hyderabad store at Lakeshore Mall Y Junction, effectively doubling down on the city’s rapidly growing demographic of conscious consumers.

“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.”
  Alia Bhatt, Founder, Ed-a-Mamma

A One-Stop Shop for Mindful Families:
The Sarath City Capital Mall outlet offers a comprehensive showcase of the brand’s expanding product universe. Shoppers can explore:

Kidswear (Ages 0–14): Playful, durable apparel crafted exclusively from natural, biodegradable fabrics and gentle, safe dyes.

Maternity Wear: Comfort-first, stylish clothing designed to support mothers through every stage of pregnancy.

Lifestyle & Learning: A curated selection of eco-conscious toys, books, and accessories that encourage a love for nature.

Baby Care: The brand’s newly introduced clean, toxin-free personal care range formulated specifically for delicate infant skin.

By consolidating these essential categories under one roof, the EBO format provides a seamless shopping experience for modern, eco-conscious families looking to make sustainable choices with ease.