New Venture: Reliance Retail Signs Joint Venture with Alia Bhatt's Clothing Brand Ed-a-Mamma
New Venture: Isha Ambani's company Reliance Retail Ventures Ltd. Joined hands with Alia Bhatt expand the sales of the country's largest retailer in the market with the already popular Alia's brand.
The financial components of the deal were not disclosed, but in an estimate it did cost around Rs. 300 to 350 crores to the Reliance Retail Ventures Ltd. to acquire Alia's brand Ed-a-Mamma
It was special for me and Isha: Alia
Alia Bhatt took to X to share photograph with Isha Ambani, announcing the joint venture of her brand Ed-a-Mamma with Isha Ambani's RRVL which is India's largest retailer.
Alia Bhatt in the post also shared that it was special for Isha and her as more than a deal it was two moms coming together to deliver products that are safe, parent-friendly and planet-friendly at the same time.
This partnership is close to my heart: Isha
Alia’s daughter and my twins are two weeks apart and we pretty much went through our pregnancies at the same time coincidentally wearing Ed-a-Mamma maternity, and now dressing our children in Ed-a-Mamma kidswear, which they love! So, this is special – the product, brand, and the partnership are especially close to my heart," said Isha Ambani expressing her happiness for the deal.
Ed-a-Mamma and RRVL will involve brand's growth into new areas
Ed-a-Mamma founded by Alia Bhatt in 2020 as an apparel brand for 2–12 year-olds, resonated deeply with both young parents and children through its emphasis on natural fabrics and nature themes all designed to inspire a love of nature among children.
RRVL intends to hold a majority stake of 51%, aiming to expand and enhance the children's and maternity-wear brand. This partnership will involve the brand's growth into new areas, including personal care, baby furniture, children's storybooks, and an animated series.
Established by Alia Bhatt in 2020, Ed-a-Mamma initially focused on apparel for children aged 2-12. The brand gained popularity among both young parents and children due to its use of natural fabrics and nature-inspired themes, fostering a love for nature in kids. Ed-a-Mamma swiftly transitioned from online to offline presence in department stores, becoming a preferred choice for discerning consumers.
In a significant development last year, the brand expanded its offerings to include maternity-wear, coinciding with Alia Bhatt's pregnancy. This expansion was followed by a line for infants and toddlers, highlighting the brand's versatility.
