Reliance Retail Ventures Limited (RRVL), the retail arm of the Indian conglomerate Reliance Group, announced acquiring 51 percent equity stake in leading Bollywood star Alia Bhatt’s ‘conscious clothing’ brand Ed-a-Mamma.
“RRVL aims to take the brand on a dynamic growth trajectory by closely collaborating with founder Alia Bhatt and leveraging the management strength of our subsidiary Reliance Brands Limited to spearhead the business,” the company said in a media statement.
Ed-a-Mamma, founded by Alia Bhatt in 2020, is an apparel brand for 2–12 year-olds, carved a niche for itself among young parents and children through its emphasis on natural fabrics and nature themes.
The brand expanded its range last year to include maternity-wear – timed to coincide with Bhatt’s pregnancy – which was soon followed-up with a line for infants and toddlers, further demonstrating the brand’s versatility.
Isha Ambani, Director, RRVL, said the company has always admired brands that lead with a strong purpose and embody a unique design ethos.
“Ed-a-Mamma exemplifies this perfectly with sustainability as its core proposition, and 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,” she said.
Bhatt said Reliance can bring strengths to the brand in everything – from supply chain to retail to 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,” the Bollywood star said.
The partnership is expected to see the brand growing into new areas like personal care and baby furniture, while retaining its core values of being child-friendly, parent-friendly, and planet-friendly. Also on the anvil are children’s story books and an animated series that will breathe life into the enchanting world of Ed-a-Mamma.
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