Ed-a-Mamma was launched by Alia Bhatt in 2020 as an apparel brand for kids. (Representational)
Reliance Retail Ventures Ltd (RRVL) has entered into a joint venture with Alia Bhatt's kids and maternity wear brand, Ed-a-Mamma, acquiring a 51% stake in the clothing company. RRVL, the retail arm of billionaire Mukesh Ambani's Reliance Retail Ltd (RIL), in a statement, said that the joint venture is aimed at taking Ed-a-Mamma on a dynamic growth trajectory with collaboration with founder Alia Bhatt and leveraging the management strength of its subsidiary Reliance Brands Limited to spearhead the business.
Ed-a-Mamma was launched by Alia Bhatt in 2020 as an apparel brand for kids between the ages of 2 and 12. The company expanded its range to maternity wear last year.
Talking about the new venture, RRVL's Director Isha Ambani said, “At Reliance, we have always admired brands that lead with a strong purpose and embody a unique design ethos exemplified perfectly by Ed-a-Mamma and its founder Alia Bhatt. With sustainability as its core proposition, the brand has garnered acclaim for its meticulous attention to detail, using ethically sourced materials and eco-conscious production processes. This aligns seamlessly with Reliance Brands' vision of fostering a more responsible future for the fashion industry."
Mentioning a special connection with the brand, Isha added that she and Alia went through their pregnancies at the same time, coincidentally wearing Ed-a-Mamma maternity, and now dress their little ones in Ed-a-Mamma kids wear.
"The product, brand and the partnership are especially close to my heart," Ms Ambani said.
“Isha and I found a wavelength as two new moms discussing what mothers want. I told her what we were already doing at Ed-a-Mamma and how there's scope to do so much more," Alia Bhatt said reacting to the development.
She added that with reliance coming with their expertise in supply chain and marketing, the brand will reach a whole new market.
The joint venture aims to take Ed-a-Mamma to segments like personal care and baby furniture with the core values of being child-friendly, parent-friendly, and planet-friendly.