Mumbai, September 6, 2023 – Mompreneurs Alia Bhatt and Isha Ambani have announced a joint venture. Alia Ed-a-Mamma- a bootstrapped venture with a big heart and Reliance Retail – India’s largest retailer, helmed by Isha Ambani on Wednesday announced they forged a strategic agreement.
In this strategic move, Reliance Retail Ventures Ltd. (RRVL) will secure a commanding 51% stake in Ed-a-Mamma, a popular kid and maternity-wear brand founded by renowned actor Alia Bhatt.
This partnership marks an exciting development for Ed-a-Mamma as it seeks to diversify its product offerings into new categories, including personal care, baby furniture, children’s storybooks, and an animated series, according to a statement issued by RRVL. The financial terms of this transaction were not disclosed at this time.
Launched by Alia Bhatt in 2020, Ed-a-Mamma initially started as an online brand catering to children aged 2 to 12. Over time, the brand successfully expanded its footprint to offline outlets within department stores. In a bid to meet the evolving needs of its customers, Ed-a-Mamma expanded its product range to encompass maternity wear and later introduced a line for infants and toddlers.
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Ed-a-Mamma has been actively involved in eco-initiatives, such as abstaining from the use of plastic buttons and repurposing waste fabric for creating hair ties. Furthermore, the brand’s dedication to nurturing a connection with nature is reflected in its inclusion of seedballs with each garment, encouraging both children and parents to participate in building a greener future.
RRVL, through its subsidiaries and affiliates, operates a comprehensive omni-channel network comprising over 18,500 stores and digital commerce platforms spanning various sectors, including grocery, consumer electronics, fashion & lifestyle, and pharmaceuticals. Additionally, it manages the online fashion portal Ajio.com and holds rights for renowned brands such as Gap and Pret-a-Manger in India.