MUMBAI: Reliance Retail Ventures will acquire a 51% stake in actor Alia Bhatt’s kids and maternity wear brand Ed-a-Mamma for an undisclosed amount. The brand plans to foray into new areas like personal care, baby furniture, children’s story books and an animated series, the two companies said in a joint statement.
Bhatt founded Ed-a-Mamma in 2020 as a clothing brand for 2-12 year-olds. It debuted as an online brand before having an offline presence in department stores.
Isha Ambani, director at Reliance Retail Ventures, said, “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… So, this is special – the product, the brand and the partnership are especially close to my heart.”
Bhatt founded Ed-a-Mamma in 2020 as a clothing brand for 2-12 year-olds. It debuted as an online brand before having an offline presence in department stores.
Isha Ambani, director at Reliance Retail Ventures, said, “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… So, this is special – the product, the brand and the partnership are especially close to my heart.”
