Reliance Retail Ventures has announced an important joint venture with Bollywood actress Alia Bhatt’s sustainable kid and maternity-wear brand, Ed-a-Mamma. RRVL will acquire a 51% stake for an undisclosed amount and plans to work closely with Bhatt to promote fashion choices for younger generations.
Bhatt took to Instagram to share the news:
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Founded and launched by Bhatt in 2020, Ed-a-Mamma targeted children aged 2 to 12. It debuted as an online brand before obtaining an offline presence in stores and quickly became immensely popular in younger Indian market. Its nature-inspired clothing and eco-friendly inspired practices, from avoiding plastic buttons to repurposing fabric waste, made it stand out to parents and kids. During the past year, it has expanded its line to include a collection for infants as well as maternity wear.
Isha Ambani, Director, Reliance Retail Ventures, said: “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.”
On a personal note, she added: “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 partnership are especially close to my heart.”
Alia Bhatt also spoke about their joint venture, “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.”
This partnership marks Reliance Retail Ventures’ foray into new areas of the market like personal care and baby furniture, children’s story books and an animated series, while maintaining its core child-friendly and planet-friendly ethos.
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