Alia Bhatt's Ed-a-Mamma enters into a joint venture with Reliance

As per the joint venture, Reliance is set to acquire 51 percent stake in Ed-a-Mamma, the clothing brand which focuses on children and maternity wear.

In a post on X, Alia said, "Delighted to share that Ed-a-Mamma and Reliance Retail Ventures Ltd have entered into a joint venture.
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. 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."

Alia, who welcomed her first child last year, founded Ed-a-Mamma initially as a clothing brand for kids but later expanded to accommodate maternity wear. 

Isha Ambani, the director of Reliance Retail Ventures Ltd., said as quoted by the media, "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. This aligns seamlessly with Reliance Brands‘ vision of fostering a more responsible future for the fashion industry."