Reliance Retail to buy 51% stake in Alia Bhatt's kids wear brand Ed-a-Mamma

Partnership will see brand grow into new areas like personal care and baby furniture in the future

Reliance Retail Ventures (RRVL) has entered into a joint venture (JV) with actor Alia Bhatt’s sustainable fashion clothing brand for kids and maternity wear, Ed-a-Mamma, to acquire 51 per cent stake, the company announced in a press release.
 

According to a source familiar with the matter, Ed-a-Mamma was valued at approximately Rs 150 crore.

RRVL aims to establish a close collaboration with the founder, Alia Bhatt, and leverage the management strength of its subsidiary, Reliance Brands, to lead the business.

Founded by the actor in 2020, Ed-a-Mamma initially started as an apparel brand catering to 2–12-year-olds. Last year, the brand expanded its product range to include maternity wear, which coincided with her pregnancy. This expansion was soon followed by a line for infants and toddlers.

The brand has continued to gain popularity.

“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. With sustainability at its core, the brand has received acclaim for its meticulous attention to detail, use of 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,” said Isha Ambani, director of RRVL, in a statement.

Regarding the JV, the actor stated, “...Reliance can bring strengths in everything from supply chain to retail to marketing. With this JV, we look forward to bringing Ed-a-Mamma to even more children and parents, continuing to inspire a love for nature in everything we do.”

The brand plans to enter new categories, such as personal care and baby furniture, while maintaining its core values of being child-friendly, parent-friendly, and planet-friendly. The company also mentioned upcoming projects, including children’s storybooks and an animated series that will bring the enchanting world of Ed-a-Mamma to life.

RRVL operates an integrated omnichannel network, encompassing over 18,500 stores and digital commerce platforms, spanning across grocery, consumer electronics, fashion and lifestyle, and pharmaceutical consumption. RRVL has also partnered over 3 million merchants through its new commerce initiative.

For the financial year ending on March 31, 2023, RRVL reported a consolidated turnover of Rs 2.6 trillion ($31.7 billion) and a net profit of Rs 9,181 crore ($1.1 billion).