Alia Bhatt’s children’s lifestyle brand Ed-A-Mamma is expanding its range by launching kids and baby personal care products. This marks a new phase for the brand after Reliance Retail Ventures Ltd acquired a 51% stake in 2025. With this move, Ed-A-Mamma aims to enter India’s fast-growing childcare market, Alia said in an interview.
The new range includes baby wash, oil, lotion, rash balm and talc-free powder. This shows the brand’s shift from only clothing to personal care products.
Alia explained that the goal is to make Ed-A-Mamma a one-stop brand for everything related to children and mothers, including wear, care, growth and fun.
Founded in 2020 this Ed-A-Mamma started as an online kidswear brand and later expanded into maternity and infant products. With Reliance’s support, the brand plans to grow into areas like baby furniture, books, animation, teenage wear, and even pet care.
Ed-A-Mamma has also launched its first children’s book, with more on the way showing its aim to build a complete lifestyle brand.
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