Reliance Retail Ventures Ltd has signed a JV (Joint Venture) with Alia Bhatt’s clothing brand of maternity wear and kids wear, Ed-a-Mamma, wherein the company has acquired a 51% majority stake in the brand.

Ed-a-Mamma was founded by Alia Bhatt in 2020 as an apparel brand for kids 2-12 years old. It resonates deeply with young parents and children through its nature-themed designs and natural fabrics to inspire the love of nature among children.

Commenting on this, Alia Bhatt said she and Isha Ambani have found similarities being two new moms and told her what she was doing with Ed-a-Mamma and how there is room for the firm to grow and do so much more.

She added that this joint venture with Reliance can bring strength within every aspect of the company, from Marketing to the Supply chain. She said, “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.”

The company is also planning to enter into new segments like personal care and baby furniture while retaining the basic core value of the firm being child-friendly, parent-friendly, and planet-friendly

The company is also planning to start their own storybook and animated series that will bring life to the enchanting story of Ed-a-Mamma.