What Ed-a-Mamma does

Ed-a-Mamma is an Indian direct-to-consumer e-commerce brand operating under Eternalia Media Pvt Ltd., selling children's apparel, maternity wear, personal care products, toys, and gift sets through its website edamamma.com and a small physical retail footprint referenced via a store locator. The catalog spans baby clothing for ages 0–3 years (onesies, rompers, tops, bottoms, dresses, jackets, sweaters), kids clothing for ages 2–14 years (T-shirts, shirts, jeans, trousers, shorts, co-ord sets, sweatshirts, dresses), maternity clothing, and personal care SKUs including baby lotion, massage oil, baby wash, anti-rash balm, biodegradable wet wipes, and laundry detergent, plus toys, plushies, wooden toys, blankets, and books.

The brand positions itself around naturally sourced, non-toxic, and sustainable materials, with messaging emphasizing child safety, environmental responsibility, and ethical production. Products are priced individually in Indian Rupees (₹239 to ₹3,999+) with heavy promotional discounting of 30–80% off original prices, and the company operates exclusively within India with no global footprint.

The business model is direct-to-consumer e-commerce with optional physical retail, supplemented by digital marketing through Instagram (community called 'Ed-ventures'), email newsletter subscription, and influencer/celebrity testimonials. The customer base is segmented into parents of infants and children (0–14 years) and expecting mothers, with no enterprise or B2B revenue streams. No funding rounds, revenue figures, headcount, or external investors are disclosed in the available data, and the company appears to be privately held and bootstrapped.

Name

Ed-a-Mamma

Legal name

Eternalia Media Pvt Ltd.

Website

https://edamamma.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Ed-a-Mamma is an Indian DTC e-commerce brand selling baby and kids clothing (0–14 years), maternity wear, personal care products, toys, and gifts via edamamma.com, operated by Eternalia Media Pvt Ltd. and targeting parents of infants, children, and expecting mothers in India.

Ownership category

akta.pro rank

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: Revenue generated through direct online retail sales of children's clothing, baby care products, toys, and accessories. Products are sold at various price points with regular discounts (up to 80% off on some items).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Ed-a-Mamma is a direct-to-consumer children's apparel and baby care brand selling naturally sourced, safe, and non-toxic clothing (0-14 years), maternity wear, baby personal care products (lotions, washes, wipes, oils, detergents), toys, gift sets, and hair accessories through its own e-commerce website and physical retail stores in India.

Product overview

Ed-a-Mamma is an e-commerce brand offering children's clothing and baby care products. The portfolio includes Baby Clothing (0-3 years) featuring onesies, rompers, shirts, T-shirts, dresses, clothing sets, jackets and sweaters; Kids Clothing (2-14 years) with T-shirts, shirts, jeans, trousers, shorts, co-ord sets, jackets, sweatshirts and dresses; Maternity Clothing including tops, bottoms, dresses and co-ord sets; Personal Care Products such as baby lotion, massage oil, baby wash, wet wipes, anti-rash balm, laundry detergent and travel kits; Toys & Gifts including wooden toys, plushies, blankets, books and gift sets; and Hair Accessories like scrunchies. The brand positions itself around sustainable, non-toxic, naturally sourced products safe for children and the environment.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Eternalia Media Pvt LtdcoreOthersLegal entity and parent company operating the Ed-a-Mamma brand. All website operations and business activities are conducted under this company entity.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Carter's: Leading US-based children's apparel brand with broad 0-14 year assortments sold through own stores, e-commerce, and wholesale. Comparable as a children's apparel specialist with multi-channel distribution and a broad age-range assortment.
• Mothercare: Global specialty retailer of products for parents and young children, covering clothing, maternity, travel, and home. Comparable to Ed-a-Mamma on the parent/baby multi-category retail model and global children's apparel positioning.
• Chicco (Artsana): Global baby and maternity brand spanning clothing, personal care, feeding, and toys. Comparable to Ed-a-Mamma on the broad parent/baby product mix and presence in India through both retail and e-commerce.
• The Children's Place: US specialty retailer of children's clothing and accessories for newborn through pre-teen. Comparable on dedicated kids apparel DTC model, sizing breadth, and parent-focused merchandising.
• Himalaya Baby (Himalaya Wellness): India-headquartered wellness brand with a substantial baby personal care line (lotions, washes, creams, oils). Comparable to Ed-a-Mamma on baby personal care assortment, Indian distribution, and safe/natural positioning.

Direct peers

• BabyChakra: Indian platform and brand serving expecting mothers and parents of infants/kids with products, content, and community. Comparable to Ed-a-Mamma on maternity-to-parenting customer journey, content-led marketing, and India-only focus.
• Mamaearth (Honasa Consumer): Indian DTC brand focused on natural/toxin-free baby personal care (lotions, washes, wipes), maternity care, and now kids' products. Closely comparable to Ed-a-Mamma on values-led positioning, baby personal care assortment, and target parent demographic.
• FirstCry (Brainbees Solutions): India's largest baby and kids products retailer offering clothing, personal care, toys, and maternity across DTC and marketplace models. Directly comparable to Ed-a-Mamma on product breadth, target customers (parents of 0-14 years), and category mix, with significantly larger scale.
• Hopscotch: India-based kids fashion and lifestyle brand selling baby and kids clothing (0-14 years) via DTC e-commerce. Comparable to Ed-a-Mamma on target customer, kids apparel core, and DTC e-commerce model.

Emerging players

• Tots and Bubbles: India-based DTC baby and kids clothing brand with sustainability and comfort positioning. Comparable as a smaller, values-led Indian kids apparel brand competing in the same niche as Ed-a-Mamma.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/edamamma
• LinkedInlinkedin.com/company/ed-a-mamma

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ed-a-Mamma