Ed-a-Mamma Expands India Footprint; Myntra and Godrej Interio Drive Retail Growth

Ed-a-Mamma has aggressively expanded its physical retail footprint by launching eight new exclusive outlets across major Indian cities, elevating its corporate network. Concurrently, Myntra Beauty has broadened its international cosmetics portfolio, while Godrej Interio announced robust financial growth alongside ambitious brick-and-mortar pipeline targets for the upcoming fiscal period.

Ed-a-Mamma, the children’s and family lifestyle label established by actor Alia Bhatt, has broadened its offline footprint by establishing eight new exclusive brand outlets across Delhi NCR, Hyderabad, Chennai, Raipur, Varanasi, Lucknow, and Kochi. With the latest additions, the brand’s total store count has reached 12 across India.

The expansion includes two stores in Hyderabad and one store each in Delhi NCR, Chennai, Raipur, Varanasi, Lucknow, and Kochi. Corporate leadership stated that this strategic commercial development aims to fortify its physical marketplace presence and increase product accessibility across primary regional consumer hubs.

Founded as a sustainable kidswear label, Ed-a-Mamma has expanded its offerings over the years to include maternity wear, toys, books, accessories, and baby care products. The firm remains committed to manufacturing products tailored for families, emphasizing environmental sustainability and mindful consumption patterns.

Alia Bhatt, Founder of Ed-a-Mamma, stated that every commercial storefront represents a deeper opportunity to introduce families to the core values of the brand. She emphasized that the enterprise prioritizes gentle products for both children and the earth, expressing gratitude for the positive consumer response received from parents nationwide.

The newly opened stores are located at Lake Shore Y Junction and Sarath City Capital Mall in Hyderabad, VR Chennai in Chennai, Zora The Mall in Raipur, IP Sigra in Varanasi, Unity One Elegante in Delhi NCR, Forum Mall in Kochi, and Phoenix Palassio in Lucknow.

Each commercial branch functions under an exclusive retail layout. The storefronts showcase the comprehensive product portfolio, which features children’s apparel spanning ages 0-14 years, maternity items, educational books, toys, lifestyle accessories, and newly introduced baby care formulations.

Myntra and Kindlife Bring Research-Led Korean Beauty Brands to India

Myntra Beauty has amplified its premium global cosmetics portfolio by introducing South Korean skincare labels Seapuri and Frankly, executed via a strategic distribution alliance with Kindlife. The addition expands Myntra’s international beauty offering, which now includes over 20,000 styles from more than 360 brands.

The launch comes amid growing demand for Korean skincare, haircare, and lashcare products among Indian consumers. Seapuri, recognized for marine-based formulations under the Blue Beauty framework, debuted specialized items including its Scalpy Hair Serum, Lashrum Eyelash Serum, and Spicuraxel Pore Ampoule. The brand’s products are available at an average selling price of Rs 1,800.

The brands have entered the Indian market through Myntra Beauty in collaboration with Kindlife’s distribution arm, kindbox, which focuses on bringing international beauty brands to Indian consumers.

Venu Nair, Chief of Strategic Partnerships and Omnichannel at Myntra, stated that domestic consumers increasingly demand advanced, formula-driven global skincare options. He noted that leveraging Myntra’s technology and supply infrastructure allows the platform to bridge supply gaps and serve as an ideal launchpad for international brands.

Radhika Ghai, CEO of Kindlife, noted that the alliance with Myntra Beauty marks a decisive development in scaling the domestic K-beauty ecosystem. She explained that introducing these high-performance brands utilizes Myntra’s expansive logistics network to deliver advanced skincare innovations to millions of beauty enthusiasts nationwide.

Myntra said its K-Beauty portfolio has grown to more than 95 brands and continues to register growth ahead of the broader online beauty market. Corporate executives noted that the joint initiative with Kindlife will accelerate market penetration for global beauty entrants looking to scale operations efficiently within India.

Origin Fresh Enters West India with First Store Launch in Pune

Agritech fresh produce retailer Origin Fresh has entered the West Indian marketplace by launching its inaugural retail store in the Koregaon Park neighborhood of Pune. The opening marks the Bengaluru-based company’s entry into the region as it looks to strengthen its retail footprint beyond South India.

The new outlet offers more than 250 stock-keeping units (SKUs), including fruits, vegetables, hydroponic produce, exotic imports, and daily essentials. Corporate data indicates the stock features 150 specialty items sourced via international and domestic agricultural networks, such as Korean Pears, Japanese Sun Fuji Apples, and hydroponic greens.

Origin Fresh operates through an omnichannel model that combines physical stores with its website, mobile app, and quick commerce platforms.

Prashanth Vasan, Co-Founder and CEO of Origin Fresh, described Pune as a vital growth milestone populated by quality-conscious consumers. He stated that the Koregaon Park launch serves as the foundational step for a wider commercial expansion strategy targeting the broader West Indian regional market.

Ranjit Shrikant Shirole, General Secretary of the Maharashtra Navnirman Sena, expressed support for the company’s regional expansion. He noted that consumers will benefit from the premium distribution model, which simultaneously improves agricultural accessibility while offering structured support mechanisms for domestic farming communities.

The company said its hydroponic produce is cultivated using Deep Water Culture (DWC) technology, which helps produce residue-free crops with extended freshness and shelf life. Furthermore, patrons can utilize the brand’s proprietary digital Ripeness Quotient application feature to select fruits aligning with specific consumption timelines.

Founded in 2020, Origin Fresh works with a network of more than 10,000 micro-farmers. Company documentation highlights that women represent more than 50% of agricultural workers in its cultivation zones, while supply chain operational waste is maintained below 5% through strict quality management.

Following retail rollouts across Bengaluru, Mysuru, Chennai, and Pune, Origin Fresh executives confirmed that the enterprise plans to sustain its brick-and-mortar store expansion over the coming months.

Interio by Godrej Eyes 25 PC Revenue Growth and 102 Store Additions in FY27

Interio by Godrej, the dedicated furniture division of the Godrej Enterprises Group, achieved gross revenues of Rs 4,000 crore in FY26, representing a 12% year-on-year financial improvement. The company expanded its footprint into 100 new cities during the year, while sales from new product introductions contributed 22 percent of its overall business.

Looking ahead, Interio has set a target of 25 percent revenue growth in FY27. Corporate planners intend to fuel this target via aggressive storefront expansion, deeper regional penetration, enhanced digital sales channels, and category diversification. It also intends to open 102 new stores, with a focus on North and East India.

Swapneel Nagarkar, Business Head and Executive Vice President of Interio by Godrej, observed that the Indian furniture sector is transitioning toward specialized design, modular flexibility, and digital integration. Industry forecasts indicate the domestic furniture market will expand to a valuation of $45.52 billion by 2031.

Nagarkar added that consumer trends are moving toward adaptive, multifunctional living spaces, driving demand for premium outdoor, balcony, and terrace furniture lines. He emphasized that increasing corporate formalization and strict quality compliance standards are strengthening consumer trust, creating long-term market advantages for organized brands.

Future Outlook

The Indian retail sector is experiencing structural formalization across distinct consumer segments, including sustainable fashion, specialized cosmetics, premium agritech, and corporate home furnishings. Market indicators suggest that organized brick-and-mortar networks, combined with omnichannel digital capabilities, will dictate growth trajectories through 2027 and beyond. The expansion of corporate labels into tier-2 and tier-3 cities underlines a broader macroeconomic trend of rising disposable income and shifting consumer preferences across the Indian subcontinent.

FAQs

How many retail stores does Ed-a-Mamma currently operate in India?

Following the launch of its eight newest exclusive brand outlets, Ed-a-Mamma’s total retail presence has reached 12 operational stores across India.

Which new Korean beauty brands did Myntra Beauty introduce?

Myntra Beauty introduced the specialized South Korean skincare and haircare brands Seapuri and Frankly to the Indian market, working in partnership with Kindlife’s distribution arm.

What are the financial growth targets for Interio by Godrej in FY27?

After recording a revenue of Rs 4,000 crore in FY26, Interio by Godrej aims to achieve a 25% revenue growth rate in FY27, supported by the opening of 102 new retail storefronts.

What agricultural technology does Origin Fresh use for its produce?

Origin Fresh utilizes proprietary Deep Water Culture hydroponic technology to grow residue-free crops, which helps minimize operational wastage to below 5%.