Reliance Retail Ventures Ltd. (RRVL) on Wednesday i.e 6th Wednesday recently revealed that it had signed a joint venture agreement to acquire a 51% stake in Ed-a-Mamma, a kid and maternity-wear brand initially founded by actor Alia Bhatt.
The partnership is quite promising and we might witness the brand grow into new categories such as personal care and baby furniture, children’s story books or even an animated series, RRVL said in a statement announcing the investment. Despite the announcement, the company has not shared the financial details of the transaction yet. Ed-a-Mamma was founded by Alia Bhatt in the year 2020 dung the Covid pandemic as an apparel brand for 2 to 12-year-olds. Even though, it had started out as an online brand before , now it has been working on expanding its presence offline in department stores. In the previous year, the brand expanded its range to include maternity wear followed with a line for infants 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,” shared Isha Ambani, director, Reliance Retail Ventures Ltd.
Ed-a-Mamma has gained immense love and popularity while building the brand with creative eco-initiatives such as not using plastic in buttons or repurposing the unused fabric for hair-ties. The brand’s main motto is to form a nurturing connection with nature. With every single garment produced, this brand strives to encourage kids and parents to interact to participate in building a green future.