MUMBAI: Reliance retail companies will acquire a 51% stake in actor Alia Bhatt’s children’s and maternity wear brand Ed-a-Mamma for an undisclosed sum. The brand plans to enter new areas such as personal care, baby furniture, children’s storybooks and an animated series, the two companies said in a joint statement.
Bhatt 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 Ambanidirector at Reliance Retail Ventures, said: “The difference between Alia’s daughter and my twins is two weeks and we went through our pregnancies pretty much at the same time, we happened to be wearing Ed-a-Mamma maternity clothes and now dress our kids in Ed-a clothes -Mamma children’s clothing… So this is special: the product, the brand and the collaboration are very close to my heart.”
Bhatt 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 Ambanidirector at Reliance Retail Ventures, said: “The difference between Alia’s daughter and my twins is two weeks and we went through our pregnancies pretty much at the same time, we happened to be wearing Ed-a-Mamma maternity clothes and now dress our kids in Ed-a clothes -Mamma children’s clothing… So this is special: the product, the brand and the collaboration are very close to my heart.”
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