Reliance Retail Acquires 51% Stake In Alia Bhatt’s Ed-a-Mamma Brand

Reliance Retail Ventures (RRVL) announced that it has signed a joint venture agreement with Alia Bhatt’s baby and maternity wear brand Ed-a-Mamma. RRVL has acquired over 51% majority stake in the brand.

The joint venture will see the brand grow into new categories such as personal care and baby furniture, children’s story books and an animated series, RRVL said in a statement. However, the company did not disclose the financial details of the transaction.

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“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. She said Reliance can bring strengths 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," said Alia Bhatt, founder of Ed-a-Mamma.

Founded in 2020 by Bollywood actor Alia Bhatt, Ed-a-Mamma categories baby wear from 2 years to 12 years. Initially, it incorporated as an online brand, however, it expanded its offline presence by opening physical stores. The brand also introduced maternity wear, followed by a line for toddlers and infants.

“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," said Isha Ambani, director, Reliance Retail Ventures Ltd.

The company is also planning to expand its footprint into new areas like personal care and baby furniture while retaining its core values of being child-friendly, parent-friendly, and planet-friendly. 

Ed-a-Mamma continues to gain popularity and build the brand with innovative eco-initiatives such as not using plastic buttons to repurposing waste fabric for hair-ties. The brand’s commitment to nurturing a connection with nature is exemplified by its inclusion of seedballs with each garment which encourage kids and parents to interact to participate in building a green future.

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“Alia’s daughter and my twins are two weeks apart and we pretty much went through our pregnancies at the same time coincidentally wearing Ed-a-Mamma maternity, and now dressing our children in Ed-a-Mamma kidswear, which they love! So, this is special – the product, brand and the partnership are especially close to my heart,” added Isha Ambani on a personal note.