Moms- to- be sustainable kidswear brand to expand to 60 shop-in-shops Pan India
20 April 2023, Mumbai
Alia Bhatt's sustainable clothing brand Ed-a-Mamma plans to launch 60 shop-in-shops across India by the end of this financial year. While the brand initially focused on Tier-I cities, it is seeing more traction from Tier-II and III cities, where consumers are more conscious of pricing.
Ed-a-Mamma is also looking to establish its retail presence and is focused on the retail segment.
The brand's positioning is centred around sustainability and safety for mothers and children, and is now targeting mothers from the time of conception until their children are around 17 years old.
The brand has seen success in establishing a national presence thanks to its sustainability ethos.
