Reliance Retail Ventures Ltd. (RRVL) has entered into a joint venture with a 51 per cent stake in Bollywood actress Alia Bhatt-founded kids and maternity wear brand Ed-a-Mamma, on Wednesday, 6 September.

In the announcement of the investment, RRVL stated that the partnership will facilitate the expansion of the brand into additional segments, including personal care, baby furniture, children’s storybooks, and an animated series. However, specific financial details of the transaction were not disclosed by the company.

RRVL is the parent company responsible for the retail operations of the conglomerate led by billionaire Mukesh Ambani’s Reliance Industries Ltd (RIL). It has expressed its intent to propel the brand Ed-a-Mamma onto an exciting path of rapid growth, as stated in their official announcement.

Ed-a-Mamma, founded by Alia Bhatt in 2020, initially emerged as a clothing brand catering to the age group of 2 to 12-year-olds. It commenced its journey as an online-exclusive brand but subsequently broadened its reach by establishing a physical presence in department stores. In the previous year, the brand further diversified its product offerings, incorporating maternity wear into its portfolio, followed by the introduction of a collection designed for infants and toddlers.

In a joint statement, both the brands revealed that they will be “closely collaborating with founder Alia Bhatt and leveraging the management strength of its subsidiary Reliance Brands Limited to spearhead the business. This partnership also marks a significant step forward in promoting sustainable fashion for the younger generation.”

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’s 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.”

RRVL, along with its subsidiaries and affiliated entities, manages a comprehensive network comprising more than 18,500 stores and digital commerce platforms spanning various sectors, including grocery, consumer electronics, fashion & lifestyle, and pharmaceuticals. Additionally, it oversees the operation of the online fashion portal Ajio.com. Moreover, it holds the rights to prominent brands like Gap and Pret-a-Manger, establishing a strong presence for these brands within India.