Reliance Retail said it has signed a joint venture agreement with Ed-a-Mamma to acquire a 51% stake in the brand
The Reliance Group company said it would closely collaborate with founder Alia Bhatt and leverage the management strength of its subsidiary Reliance Brands for growth of Ed-a-Mamma
Founded in 2020, Ed-a-Mamma manufactures and sells kids wear and maternity wear products
Reliance Retail Ventures Limited (RRVL) on Wednesday said it is acquiring a majority stake in Alia Bhatt’s children’s wear brand Ed-a-Mamma.
In a statement, RRVL said it has signed a joint venture agreement with Ed-a-Mamma to acquire a 51% stake.
RRVL said it aims to closely collaborate with Bhatt and leverage the management strength of its subsidiary Reliance Brands to spearhead the business.
Founded in 2020, Ed-a-Mamma manufactures and sells kids wear and maternity wear products. The startup operates in an omnichannel model, selling across ecommerce platforms and offline retail chains including Lifestyle and Shoppers’ Stop.
“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. This aligns seamlessly with Reliance Brands’ vision of fostering a more responsible future for the fashion industry,” said Isha Ambani, director of Reliance Retail Ventures Limited.
(This is a developing story)
