<p>Reliance Retail has entered into a joint venture with a 51 per cent stake in Bollywood actress Alia Bhatt-promoted clothing brand of kids and maternity wear Ed-a-Mamma. Reliance Retail Vetures Ltd (RRVL), the holding company for retail operation of billionaire Mukesh Ambani-led Reliance Industries Ltd (RIL), in a statement said it aims to take the brand Ed-a-Mamma on a dynamic growth trajectory.</p>.<p>It 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,' said a joint statement.</p>.<p> 'Reliance Retail Ventures Ltd (RRVL) signs a joint venture with Alia Bhatt’s conscious clothing brand of kids and maternity-wear Ed-a-Mamma for a 51 per cent majority stake,' it said.</p>.<p>Ed-a-Mamma was founded by Alia Bhatt in 2020 as an apparel brand for 2–12 year-olds. From its online debut to its offline presence in department stores, Ed-a-Mamma quickly established itself as a favoured choice among discerning consumers, it said.</p>.<p> Last year, it had expanded its range to maternity wear.</p>.<p> RRVL 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.</p>.<p> '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,' she added.</p>.<p> Alia 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.</p>.<p> '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,' she said.</p>.<p> RRVL is the leading retailer and had reported a consolidated turnover of Rs 2.60 lakh crore (USD 31.7 billion) in the year ended March 31, 2023.</p>.<p> Established in 2007, Reliance Brands has collaborated with over 50 international brands and operates over 2,000 stores in India.</p>.<p>It has a portfolio of brand partnerships, which includes AK-OK, Armani Exchange, Bally, Bottega Veneta, Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Ermenegildo Zegna, Gas, Giorgio Armani, Hamleys, Hugo Boss, Jimmy Choo, Michael Kors, Mothercare, Muji, Paul & Shark, Paul Smith, Pottery Barn, Ritu Kumar, Salvatore Ferragamo, Satya Paul, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co, Versace, Villeroy & Boch and West Elm. </p>
<p>Reliance Retail has entered into a joint venture with a 51 per cent stake in Bollywood actress Alia Bhatt-promoted clothing brand of kids and maternity wear Ed-a-Mamma. Reliance Retail Vetures Ltd (RRVL), the holding company for retail operation of billionaire Mukesh Ambani-led Reliance Industries Ltd (RIL), in a statement said it aims to take the brand Ed-a-Mamma on a dynamic growth trajectory.</p>.<p>It 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,' said a joint statement.</p>.<p> 'Reliance Retail Ventures Ltd (RRVL) signs a joint venture with Alia Bhatt’s conscious clothing brand of kids and maternity-wear Ed-a-Mamma for a 51 per cent majority stake,' it said.</p>.<p>Ed-a-Mamma was founded by Alia Bhatt in 2020 as an apparel brand for 2–12 year-olds. From its online debut to its offline presence in department stores, Ed-a-Mamma quickly established itself as a favoured choice among discerning consumers, it said.</p>.<p> Last year, it had expanded its range to maternity wear.</p>.<p> RRVL 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.</p>.<p> '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,' she added.</p>.<p> Alia 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.</p>.<p> '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,' she said.</p>.<p> RRVL is the leading retailer and had reported a consolidated turnover of Rs 2.60 lakh crore (USD 31.7 billion) in the year ended March 31, 2023.</p>.<p> Established in 2007, Reliance Brands has collaborated with over 50 international brands and operates over 2,000 stores in India.</p>.<p>It has a portfolio of brand partnerships, which includes AK-OK, Armani Exchange, Bally, Bottega Veneta, Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Ermenegildo Zegna, Gas, Giorgio Armani, Hamleys, Hugo Boss, Jimmy Choo, Michael Kors, Mothercare, Muji, Paul & Shark, Paul Smith, Pottery Barn, Ritu Kumar, Salvatore Ferragamo, Satya Paul, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co, Versace, Villeroy & Boch and West Elm. </p>