Reliance Retail dives into sustainable style with Alia Bhatt’s Ed-a-Mamma

Reliance Retail Ventures Ltd, the retail arm of Mukesh Ambani’s Reliance Industries Ltd (RIL), has bought a majority stake in actor Alia Bhatt’s clothing brand Ed-a-Mamma.

Reliance Retail will collaborate with Bhatt to enhance the clothing line’s value using Reliance Brands’ expertise, while promoting sustainable fashion, the company said.

The financial details of the deal were not disclosed.

Bhatt founded Ed-a-Mamma as an online-only brand for 2- to 12-year-olds in 2020 before opening sections in department stores. Last year, it introduced maternity wear, coinciding with Bhatt’s pregnancy.

Highlighting the alignment of Ed-a-Mamma’s core values with Reliance Brands’ vision for a more responsible future, Reliance Retail director Isha Ambani said, “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.”

Established in 2007, Reliance Brands boasts partnerships with over 50 international brands and operates over 2,000 stores in India. Its diverse portfolio includes Armani Exchange, Burberry, Coach, Giorgio Armani and Hugo Boss.

 

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“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 homegrown, vocal-for-local brand of children’s products that are safe, parent-friendly, and planet-friendly,” Bhatt said in an Instagram post.

“On a more personal note, for Isha and me, this is also about two moms coming together. That just makes it so much more special,” Bhatt added.

“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, which they love! So, this is special – The product, brand and the partnership are especially close to my heart,” Ambani said.

Reliance Retail operates a network of more than 18,500 stores and digital commerce platforms across grocery, consumer electronics, fashion and lifestyle, and pharma. 

It reported annual sales of ₹260,364 crore ($31.7 billion) and a net profit of ₹9,181 crore ($1.1 billion) in the past fiscal year.