Reliance Retail Acquires 51% Stake In Alia Bhatt-Promoted Clothing Brand Ed-a-Mamma

In a latest move, Reliance Retail on Wednesday announced that it has entered into a joint venture with a 51% stake in actress Alia Bhatt-promoted clothing brand Ed-a-Mamma. The kids and maternity wear apparel brand was founded by Alia Bhatt in 2020. Reliance Retail Vetures Ltd (RRVL), the holding company for retail operation of billionaire Mukesh Ambani-led Reliance Industries Ltd (RIL) stated it seeks to take the brand Ed-a-Mamma on a dynamic growth trajectory.

"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 RRVL director Isha Ambani.

It will be 'closely collaborating with founder Alia Bhatt and leveraging the management strength of its subsidiary Reliance Brands Limited to spearhead the business. This partnership also marks a significant step forward in promoting sustainable fashion for the younger generation,' as per the joint statement.

According to a PTI report, 'Reliance Retail Ventures Ltd (RRVL) signs a joint venture with Alia Bhatt's conscious clothing brand of kids and maternity-wear Ed-a-Mamma for a 51 per cent majority stake.'

Last year, Ed-a-Mamma expanded its range to maternity wear. From its online debut to its offline presence in department stores, Ed-a-Mamma quickly established itself as a favoured choice among discerning consumers, added the PTI report.

Meanwhile Alia Bhatt said on the latest development, '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,' she said.