Bollywood-Inspired Children’s Lifestyle Brand Ed-A-Mamma Expands into Personal Care Market with Reliance Partnership
In an exciting development for the Indian children’s lifestyle segment, Alia Bhatt-backed Ed-A-Mamma is taking a significant leap forward by launching a comprehensive range of children and baby personal care products. This strategic move marks a pivotal phase in the brand’s evolution, fueled by its recent partnership with Reliance Retail Ventures Ltd (RRVL), which acquired a controlling 51% stake in the company in 2025. As Bollywood continues to influence trends across various sectors, Ed-A-Mamma’s expansion into fast-moving consumer goods (FMCG) highlights the growing intersection between celebrity-backed brands and India’s booming childcare industry.
Strategic Expansion into the Fast-Moving Consumer Goods Sector
The new product portfolio features a curated collection of essential personal care items tailored for infants and young children, including baby wash, nourishing oils, gentle lotions, talc-free powders, and rash balms. This broadening of offerings signifies a conscious shift beyond the brand’s initial focus on apparel into the dynamic realm of FMCG—an area characterized by rapid growth and fierce competition.
Alia Bhatt, a renowned Bollywood star and now a passionate entrepreneur, articulated her vision for Ed-A-Mamma’s diversification during an exclusive interview with Mint. She emphasized that while the personal care segment is heavily saturated, her brand aims to carve a distinctive space by becoming a comprehensive destination for all things related to children and mothers—covering apparel, personal care, developmental products, and entertainment.
Why Personal Care? Insights from Alia Bhatt
“Like most FMCG categories, personal care is a fast-growing segment in a very crowded market,” Bhatt explained. “But our dream is for Ed-A-Mamma to be a one-stop shop for everything related to the child and mother, from clothing to care, growth, and even entertainment.”
This strategic move is also driven by the substantial market opportunity in India. The country’s baby care sector is projected to expand from approximately $34 billion in 2023 to an estimated $60–66 billion by 2028. This growth is fueled by increasing awareness among parents about quality and safety, rising disposable incomes, and rapid urbanization—factors that create a fertile environment for new entrants like Ed-A-Mamma to thrive.
Reliance’s Role in Accelerating Growth and Diversification
The partnership with Reliance Retail marks a crucial turning point for Ed-A-Mamma, providing the scale, infrastructure, and resources necessary to venture into new categories. Since acquiring the majority stake in 2025, Reliance has enabled the brand to explore diverse segments such as baby furniture, children’s storybooks, and even animated entertainment series.
Bhatt revealed that entering the personal care market was one of the immediate priorities post-acquisition. “The support and might of Reliance were instrumental in helping us enter this large and competitive category. It’s the first step in a broader plan to build a holistic lifestyle ecosystem for children and families,” she added.
From Apparel to Lifestyle Ecosystem
Founded in 2020, Ed-A-Mamma initially launched as an online apparel brand catering to children aged 2 to 12 years. Over time, it expanded into maternity wear and infant essentials, gradually establishing itself as a trusted name in the Indian children’s fashion and lifestyle space. Today, with Reliance’s backing, the brand is poised to become a comprehensive platform that offers everything from clothing and care products to engaging content and entertainment.
Market Dynamics and Growth Opportunities in India
The burgeoning baby care market in India presents a compelling landscape for brands like Ed-A-Mamma. According to industry forecasts, this market is expected to grow at a compound annual growth rate (CAGR) of around 12-15% over the next five years. Factors such as increased urbanization, evolving parenting preferences, and a rising middle class eager for premium, safe products are driving this expansion.
Alia Bhatt highlighted the importance of aligning the brand’s offerings with these market trends. “Our goal is to introduce products that are not only safe and effective but also accessible and affordable for the everyday Indian family,” she stated. This approach underscores her commitment to making premium quality child care products available to a broad demographic.
Future Diversification Plans and New Product Domains
Beyond personal care, Bhatt has shared her vision for further diversification of Ed-A-Mamma’s product portfolio. The brand is actively exploring re-entry into the teenage wear segment, following a limited launch in the past. She emphasized the importance of understanding teenage consumer needs and creating products that resonate with their evolving preferences and lifestyles.
Additionally, Ed-A-Mamma is eyeing the pet care vertical, recognizing the growing trend of pet ownership among Indian families. “We want to take our time to identify the right products for our teen and pet care ranges, ensuring they are accessible, affordable, and aligned with our brand ethos,” Bhatt explained. This move hints at a broader ambition to position Ed-A-Mamma as a versatile lifestyle brand that caters to every stage of a family’s journey.
Building a Lifestyle Ecosystem Through Content and Entertainment
Recognizing that modern parents seek more than just products, Ed-A-Mamma is also investing in content creation. The brand has already launched its first children’s book, The Adventures of Ed-A-Mamma, which aims to foster imagination and learning among young readers. With two additional titles in development, the brand is establishing a multi-platform ecosystem that combines physical products with engaging stories and digital content.
This strategy aligns with Bollywood’s influence on Indian culture, as celebrity-backed brands increasingly leverage storytelling and entertainment to deepen consumer engagement. By integrating books, animated series, and possibly digital apps, Ed-A-Mamma is positioning itself as a holistic lifestyle brand that nurtures children’s growth, creativity, and well-being.
Bollywood and the Rise of Celebrity-Driven Brands in India
The success of Ed-A-Mamma exemplifies a broader trend in Bollywood where celebrity entrepreneurs leverage their fame to build trusted brands across various sectors. Alia Bhatt’s transition from actress to entrepreneur highlights how Bollywood personalities are shaping consumer preferences, especially among the younger demographic and millennial parents.
With her widespread popularity and influence, Bhatt’s brand has a natural edge in connecting with modern Indian families. Her involvement lends authenticity and aspirational value, making Ed-A-Mamma a compelling choice for parents seeking high-quality, safe, and stylish products for their children.
Conclusion: A Bright Future for Ed-A-Mamma in the Indian Market
As Ed-A-Mamma continues to expand its offerings and deepen its presence in India’s vibrant childcare market, its collaboration with Reliance is expected to accelerate growth and innovation. The brand’s strategic focus on personal care, combined with its plans to explore teenage and pet care segments, positions it as a comprehensive lifestyle ecosystem for modern Indian families.
Bollywood’s influence remains a powerful driver of consumer trends, and Alia Bhatt’s venture into entrepreneurship underscores the rising prominence of celebrity-led brands in India’s evolving market landscape. With a strong emphasis on quality, affordability, and holistic growth, Ed-A-Mamma is poised to become a leading name in the children’s lifestyle and FMCG sectors, setting new standards for quality and innovation in the Indian market.
