Mumbai, 6th September 2023 – In a move that promises to reshape the world of children’s and maternity fashion, Reliance Retail Ventures Limited (RRVL) has inked a game-changing joint venture with Ed-a-Mamma, the conscious clothing brand founded by actor and environmentalist Alia Bhatt. Under the agreement, RRVL acquires a controlling 51% stake in Ed-a-Mamma, marking a significant stride towards sustainable fashion for the younger generation.
Ed-a-Mamma: More Than Just a Fashion Brand
Ed-a-Mamma, established by Alia Bhatt in 2020, is not your typical apparel brand for kids aged 2 to 12. It struck a chord with both parents and children by prioritizing natural fabrics and nature-inspired themes, fostering a love for the environment in young hearts. From its online debut to its presence in department stores, Ed-a-Mamma swiftly became a preferred choice for conscientious consumers.
Last year, the brand expanded its offerings to include maternity wear, a move thoughtfully timed with Alia Bhatt’s pregnancy. This expansion was soon followed by a line for infants and toddlers, showcasing the brand’s versatility.
Ed-a-Mamma continues to rise in popularity, embracing innovative eco-initiatives such as using plastic-free buttons and repurposing waste fabric for hair-ties. Each garment also includes seedballs, encouraging kids and parents to contribute to a greener future.
A Synergistic Partnership
Isha Ambani, Director of Reliance Retail Ventures Limited, expressed admiration for Ed-a-Mamma’s strong purpose and unique design ethos, highlighting the brand’s commitment to sustainability and eco-conscious practices. She emphasized how this aligns seamlessly with Reliance Brands’ vision of fostering a more responsible future for the fashion industry.
The partnership is more than just business for Isha Ambani. She shared a personal connection, as both her and Alia Bhatt’s children are close in age and have experienced their pregnancies while wearing Ed-a-Mamma maternity wear. This connection adds a special touch to the collaboration.
Alia Bhatt’s Vision for the Future
Alia Bhatt, speaking about the joint venture, described how she and Isha Ambani, both new mothers, found common ground in discussing what mothers want. Alia highlighted the potential to do more with Ed-a-Mamma, with Reliance’s strengths in supply chain, retail, and marketing. Together, they aspire to bring Ed-a-Mamma to even more kids and parents while continuing to nurture a love for nature.
A Bright Future for Ed-a-Mamma
The partnership between RRVL and Ed-a-Mamma is poised to expand the brand into new areas such as personal care and baby furniture while staying true to its core values of being child-friendly, parent-friendly, and planet-friendly. Additionally, plans are in the works for children’s storybooks and an animated series to bring the enchanting world of Ed-a-Mamma to life.
About Reliance Retail Ventures Limited
Reliance Retail Ventures Limited (RRVL) operates an integrated omni-channel network with over 18,500 stores and digital commerce platforms across various consumption baskets, including Grocery, Consumer Electronics, Fashion & Lifestyle, and Pharma.
RRVL’s commitment to innovation and growth is evident in its financial performance, reporting a consolidated turnover of ₹ 260,364 crore ($ 31.7 billion) and a net profit of ₹ 9,181 crore ($ 1.1 billion) for the year ended March 31, 2023.