Reliance Retail Ventures Ltd. (RRVL) and actor Alia Bhatt’s kids and maternity-wear clothing brand, Ed-a-Mamma, entered into a joint venture in which RRVL holds a 51 per cent majority stake. 

RRVL will collaborate closely with founder Alia Bhatt and leverage the management strength of its subsidiary Reliance Brands Limited to spearhead the business.

“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,” said Isha Ambani, director of RRVL

Speaking about the joint venture, Bhatt said, “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 was 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.” 

Ed-a-Mamma is a kid wear and maternity wear brand launched by Bhatt in 2020.