Reliance Industries-owned Reliance Retail Ventures Limited (RRVL) has announced a strategic joint venture with Ed-a-Mamma, the conscious clothing brand founded by Bollywood actress Alia Bhatt. Under this partnership, RRVL will acquire a majority stake of 51% in Ed-a-Mamma, aiming to expand and enhance the brand’s offerings in the kids and maternity-wear segment.
Ed-a-Mamma, established in 2020 by Alia Bhatt, initially started as a kids’ clothing brand catering to children aged 2 to 12. The brand quickly gained popularity among young parents and children alike due to its emphasis on natural fabrics and nature-themed clothing. It successfully transitioned from an online business to a presence in various physical stores.
In the past year, Ed-a-Mamma expanded its product line to include maternity clothing, coinciding with its founder’s pregnancy. The brand further diversified its offerings by introducing clothing for infants and toddlers, demonstrating its commitment to providing a comprehensive range of choices for young families.
One of the distinctive aspects of Ed-a-Mamma is its eco-friendly approach, which includes avoiding the use of plastic buttons and repurposing waste fabric for creating hair-ties.
Isha Ambani, Director of RRVL, expressed admiration for brands like Ed-a-Mamma, which prioritize a strong purpose and unique design ethos. She highlighted the brand’s dedication to sustainability, ethical sourcing, and eco-conscious production processes. Isha Ambani noted that this aligns seamlessly with Reliance Brands’ vision to foster a more responsible future for the fashion industry.
Alia Bhatt, the founder of Ed-a-Mamma, shared her personal connection to the brand, mentioning that her daughter and Isha Ambani’s twins were born around the same time, and they coincidentally dressed their children in Ed-a-Mamma products. She expressed excitement about the partnership with Reliance and its potential to strengthen the brand through its robust supply chain and marketing capabilities.
The joint venture between Ed-a-Mamma and RRVL will enable the brand to expand into new areas such as personal care products and baby furniture. Additionally, Ed-a-Mamma plans to launch children’s storybooks and an animated series, aiming to attract new customers and engage children more effectively.
RRVL, a subsidiary of Reliance Retail Ventures Ltd, reported a consolidated turnover of Rs 2.6 lakh crore and a net profit of Rs 9,181 crore for the fiscal year ending on March 31, 2023. Reliance Brands Limited (RBL), a part of RRVL, was established in 2007 to introduce and develop global brands in the luxury to premium segments within the fashion and lifestyle industry. RBL’s portfolio includes renowned brands such as Armani Exchange, Bally, Bottega Veneta, Burberry, Coach, Diesel, Hugo Boss, Jimmy Choo, Kate Spade, Michael Kors, Paul Smith, Steve Madden, and more. RBL operates over 2,000 stores and shop-in-shops in India and has a global presence through its acquisition of Hamleys, the iconic British toy retailer.
