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.
Alia Bhatt and Isha Ambani JV: Two moms coming together. That just makes it so much more special: Alia
Isha Ambani, Director of Reliance Retail Ventures Ltd., expressed admiration for Ed-a-Mamma’s commitment to ethical practices and sustainability. She stated, “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.”
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.
Alia Bhatt, the founder of Ed-a-Mamma, expressed her enthusiasm for the partnership, saying, “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.”
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.
