7 Sept 2023
Reliance Retail signed a JV and plans to expand the kids and maternity wear brand to personal care, baby furniture, childrens' books, and an animated series.
Reliance Retail Ventures (RRVL) signed a Joint Venture agreement with Alia Bhatt’s Ed-a-mamma and acquired a 51% stake in the baby and maternity clothing brand. Alia Bhatt launched the brand in 2020 as a sustainable clothing line for 2- to 12-year-olds. It expanded to include maternity, infant, and toddler apparel in October 2022.
Reliance plans to introduce sustainable personal care, baby furniture, kids’ storybooks, and even an animated series for children. Ed-a-mamma is known to avoid using plastic buttons and refurbishing used fabric to make hair ties. The brand also includes seed balls with each garment sold.
Ed-a-mamma started as an online-only store but gradually expanded offline. The company plans to leverage Reliance’s extensive omnichannel network of more than 18,500 stores and eCommerce platforms. Reliance runs the online fashion portal Ajio.com and owns the rights to Gap in the fashion domain in India.