For an unknown sum, Reliance Retail Ventures will purchase a 51% share in Alia Bhatt's children's and maternity clothing company, Ed-A-Mamma. The two companies announced in a joint statement that the brand intends to expand into new markets such as personal care, baby furnishings, children's storybooks, and an animated series.
Ali founded Ed-A-Mamma in 2020 as a clothing brand for 2-12 year-olds. It debuted as an online brand before having an offline presence in department stores.
Isha Ambani, director at Reliance Retail Ventures, said, “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… So, this is special — the product, the brand and the partnership are especially close to my heart.”