Wednesday saw the announcement that Reliance Retail Ventures Ltd. (RRVL) has inked a joint venture agreement to buy a 51% share in Ed-a-Mamma, an infant and maternity clothing company started by actor Alia Bhatt.
According to RRVL, the agreement would help the brand expand into new markets including personal care products, baby furnishings, children’s books, and animated television programs. Financial information about the purchase was withheld by the corporation.
In 2020, Alia Bhatt launched Ed-a-Mamma, a clothing line for children ages 2 to 12. Prior to establishing a physical presence in department shops, it was first established as an internet brand. The firm added maternity clothes to its lineup last year and then added a line for babies and toddlers.
“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, of Reliance Retail Ventures Ltd.
With creative eco-initiatives like avoiding using plastic buttons and turning waste fabric into hair ties, Ed-a-Mamma continues to grow in popularity and strengthen its brand. The brand’s dedication to fostering a relationship with nature is illustrated by the inclusion of speedballs with each item of clothing, which invites parents and children to engage in conversation and contribute to the creation of a sustainable future.
“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 was 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 Bhatt.
In the areas of food, consumer electronics, fashion & lifestyle, and pharmaceuticals, RRVL manages an integrated omni-channel network of approximately 18,500 outlets through its subsidiaries and affiliates. In addition to acquiring the Indian distribution rights for brands like Gap and Pret a Manger, it also runs the online fashion platform Ajio.com.
