Reliance Retail Ventures (RRVL), the retail arm of Reliance Industries, is buying a majority stake in Bollywood actress Alia Bhatt’s child-wear brand Ed-a-Mamma. On Wednesday, Reliance signed a joint venture for a 51% majority stake in Ed-e-Mamma. In 2020, Alia Bhatt expanded the kid’s brand and launched in the teenage and maternity wear segments.
Announcing the investment, RRVL said that the partnership will develop the brand into new categories, such as personal care, baby furniture and children’s story books. However, the company has not informed how much this deal has been done.
Delighted to share that Ed-a-Mamma and Reliance Retail Ventures Ltd have entered into a joint venture.
Ed-a-Mamma is a bootstrapped venture with a big heart. Reliance Retail is India’s largest retailer. What we have in common is our dream to continue the work of building a… pic.twitter.com/gSWs1IJnqo
— Alia Bhatt (@aliaa08) September 6, 2023
Ed-a-Mamma Was Started Three Years Ago
Let us tell you that the value of Ed-a-Mamma has been estimated at around Rs 150 crore, and it mainly sells products online. Ed-a-Mamma was started in the year 2020. The company is engaged in manufacturing and selling Children’s Wear, Teens Wear and Maternity Wear. The company sells its products online, lifestyle, and through Shoppers Stop outlets. The brands started with kidswear, and the company targeted the age group of 4-12 years. Earlier this year, the company also launched a clothing line for infants. It also launched sleepsuits, bodysuits and dresses for girls.
