Reliance Retail now has a 51% majority stake in Ed-a-Mamma

September 09, 2023

Category: GARMENTS

Country: India

Region: Asia

Reliance Retail Ventures Limited has officially signed a joint venture agreement with Bollywood actress Alia Bhatt’s children’s wear and maternity brand Ed-a-Mamma and has acquired a 51% majority stake in the business.

By Isabelle Crossley
Sep 7, 2023
2 minutes read

“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,” said Reliance Retail Ventures Limited’s director Isha Ambani in a press release on September 6. “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.”

Through the partnership, Reliance Brands Limited plans to lead Ed-a-Mamma on a new growth trajectory in close collaboration with Bhatt. The partnership will see Ed-a-Mamma expand its product offering into personal care and baby furniture and other possible launches include children's story books and an animated series.

“Isha and I found a wavelength as two new moms discussing what mothers want,” said Alia Bhatt. “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.”