Reliance Industries-owned Reliance Retail Ventures Limited (RRVL) on Wednesday announced a joint venture with Alia Bhatt-owned conscious apparel brand Ed-a-mamma. RRVL will hold a majority stake of 51% as it plans to expand and grow the baby and maternity wear brand in all aspects.
The company said in a release that it will work closely with Bhatt, the founder of Ed-a-Mamma and a famous Bollywood actress, and will spearhead the business with the help of a strong management of its subsidiary Reliance Brands Limited.
The move also marks a significant step by RRVL to promote conscious fashion for the younger generation, the company said.
Bollywood actress Alia Bhatt launched Ed-a-Mamma as a children’s clothing brand in 2020 with fashion options available for children aged 2 to 12 years. The brand’s focus on natural and nature-themed fabrics resonated deeply with young parents. The brand quickly moved from an online-only business to a physical presence in various stores.
Last year, the brand expanded to include maternity clothing, which coincided with the pregnancy of its founder. After that, the brand started to offer clothes for babies and toddlers and further expanded its portfolio.
Ed-a-Mamma continues to gain popularity thanks to its unconventional methods, such as not using plastic buttons or turning waste fabric into hairpins.
RRVL director Isha Ambani also commented on the new venture saying that she has always admired brands with a strong purpose like Ed-a-Mamma and its sponsor Alia Bhatt.
“At Reliance, we have always admired brands that lead with a strong purpose and embody a unique design ethos, a perfect example of which is Ed-a-Mamma and its founder Alia Bhatt. With sustainability as a core proposition, the brand has gained recognition for its meticulous attention to detail, use of ethically sourced materials and environmentally conscious manufacturing processes. This is in line with Reliance Brands’ vision of promoting a more responsible future for the fashion industry,” said Isha Ambani.
Alia Bhatt also commented on her new partnership with one of the largest retail conglomerates, saying that Reliance can further strengthen its brand through its robust supply chain and marketing.
Through this partnership, Ed-a-Mamma will look to expand into new areas such as personal care and children’s furniture. In addition, the brand also plans to launch children’s story books and an animated series to attract new customers and children.
RRVL reported a consolidated turnover of Rs 2.6 crore and a net profit of Rs 9,181 crore for the year ended March 31, 2023.
RBL is a subsidiary of Reliance Retail Ventures Ltd and started operations in 2007 with a mandate to introduce and build global brands in the luxury to premium segments across fashion and lifestyle.
