In a joint venture, Reliance Retail has acquired a 51% share in the Ed-a-Mamma children’s and maternity clothes line, which is supported by Bollywood actress Alia Bhatt.
Reliance Retail Ventures Ltd (RRVL), the holding company for Reliance Industries Ltd (RIL), the business empire of billionaire Mukesh Ambani, stated in a statement that it seeks to put the Ed-a-Mamma brand on a dynamic growth trajectory. In order to lead the business, it would “closely collaborate with creator Alia Bhatt and leverage the management strength of its subsidiary Reliance Brands Limited. The promotion of sustainable fashion for the younger generation has advanced significantly as a result of this relationship, according to a joint statement.
According to the statement, “Reliance Retail Ventures Ltd (RRVL) signs a joint venture with Alia Bhatt’s conscious children’s and maternity clothing brand Ed-a-Mamma for a 51% majority stake.”
In 2020, Alia Bhatt launched Ed-a-Mamma, an apparel line for children ages 2 to 12. Ed-a-Mamma swiftly established itself as a preferred option among discriminating consumers, the company claimed, both during its online debut and throughout its offline presence in department shops.
Maternity apparel was added to their product offering last year. “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,” said RRVL Director Isha Ambani.
“With sustainability as its central selling point, the business has won praise for its exquisite attention to detail, use of ethically sourced materials, and environmentally responsible manufacturing methods. This is perfectly in line with Reliance Brands’ goal of promoting a more responsible future for the fashion sector, the spokesperson continued.
“Isha and I found a wavelength as two new mothers discussing what mothers want,” stated Alia Bhatt. I explained to her what Ed-a-Mamma was already doing and how there was still plenty of room for improvement. Reliance, according to her, has strengths in every area, including supply chain, retail, and marketing.
“With this joint venture, we look forward to taking Ed-a-Mamma to many more kids and parents and continuing to inspire a love for nature through everything we do,” she added.
The top retailer, RRVL, reported a combined revenue of Rs 2.60 lakh crore (USD 31.7 billion) for the fiscal year that ended on March 31, 2023.
