“Reliance Retail Acquires 51% Stake in Ed-a-Mamma, Alia Bhatt’s Sustainable Kids’ Brand”
Reliance Retail Ventures Ltd. (RRVL) has purchased a 51% stake in Ed-a-Mamma, a children and maternity-wear brand founded by actor Alia Bhatt. The partnership aims to promote sustainable fashion for youngsters and expand the brand into new product categories.
Reliance Retail Ventures Ltd. (RRVL), a subsidiary of Reliance Industries, has announced the acquisition of a 51% stake in Ed-a-Mamma, the children’s and maternity-wear brand founded by popular Bollywood actor Alia Bhatt. The deal, for an undisclosed sum, represents a significant move for Reliance Retail into the world of sustainable fashion for the younger generation.
Ed-a-Mamma, known for its stylish and eco-conscious clothing for children aged 2 to 12, made a notable expansion last year by introducing a range of maternity-wear, followed by offerings for infants and toddlers. With this partnership, RRVL intends to propel the brand into a dynamic growth phase by working closely with Alia Bhatt, the brand’s founder, and leveraging the management expertise of its subsidiary, Reliance Brands Ltd.
Isha Ambani, Director of RRVL, expressed admiration for brands with a strong purpose and unique design ethos, which Ed-a-Mamma epitomizes. She emphasized that this collaboration aligns with Reliance’s values and commitment to sustainable practices in the fashion industry.
Alia Bhatt, in her statement, shared her enthusiasm for the joint venture and expressed the desire to introduce Ed-a-Mamma to a wider audience of children and parents, while also nurturing a love for nature through their offerings.
Following this partnership, Ed-a-Mamma is expected to diversify into new product categories such as personal care and baby furniture while maintaining its core values of being child-friendly, parent-friendly, and planet-friendly. Additionally, the brand has plans to venture into children’s storybooks and an animated series, further enhancing its appeal to young audiences.
Reliance Retail’s investment in Ed-a-Mamma underscores its commitment to exploring new avenues in the retail industry and aligning with brands that share its vision for sustainable and purpose-driven fashion.
Sources By Agencies
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