December 4, 2023
Apparel, Fashion, Retail

Reliance Retail Buys 51% Stake in Alia Bhatt’s Ed-a-Mamma

Reliance Retail Ventures Limited (RRVL) has made a strategic move by acquiring a 51% stake in Ed-a-Mamma, a sustainable clothing brand for children and maternity wear founded by Alia Bhatt. This partnership aims to accelerate Ed-a-Mamma’s growth by capitalizing on the synergy between RRVL and the brand.

The collaboration signifies a significant commitment to sustainable fashion for the younger generation. Ed-a-Mamma, launched in 2020, initially catered to 2–12-year-olds but expanded its offerings last year to include maternity wear, thoughtfully coinciding with Alia Bhatt’s pregnancy. The brand’s versatility was further demonstrated with the introduction of a line for infants and toddlers.

Isha Ambani, Director of Reliance Retail Ventures Limited, emphasized the alignment of values, stating, “At Reliance, we’ve always been drawn to brands that lead with a strong purpose and embody a unique design ethos, which Ed-a-Mamma and Alia Bhatt exemplify. Sustainability is at the core of their proposition, earning them acclaim for their meticulous attention to detail, ethical sourcing of materials and eco-conscious production processes.”

Isha Ambani shared a personal connection to the brand, revealing, “Alia’s daughter and my twins share a unique bond, having been born just two weeks apart. We coincidentally experienced our pregnancies at the same time, both choosing to wear Ed-a-Mamma maternity wear. Now, we take delight in dressing our children in Ed-a-Mamma kidswear, which they adore. Consequently, this partnership holds a special place in my heart.”

Alia Bhatt discussed the joint venture, saying, “Isha and I found common ground as two new moms discussing what mothers want. I conveyed what we were already doing at Ed-a-Mamma and the vast potential for expansion. Isha recognized that Reliance possesses strengths across the board, from the supply chain to retail and marketing. Through this joint venture, we eagerly anticipate introducing Ed-a-Mamma to a broader audience of children and parents, while continually nurturing a love for nature in everything we do.”

The partnership will extend the Ed-a-Mamma brand into new areas, including personal care and baby furniture, while retaining its core values of being child-friendly, parent-friendly and environmentally responsible.

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