Reliance Retail Ventures Limited (RRVL) Joins Forces with Alia Bhatt’s Ed-a-Mamma for Majority Stake

• ByStartupStory     |    September 7, 2023

Reliance Retail Ventures Limited (RRVL) has taken a major step into the world of sustainable fashion by signing a joint venture with Ed-a-Mamma, a conscious clothing brand founded by Bollywood actress Alia Bhatt. RRVL has acquired a 51% majority stake in Ed-a-Mamma as part of this strategic partnership.

Ed-a-Mamma, established in 2020, is an apparel brand dedicated to children aged 2-12 and offers a wide range of kids’ clothing as well as maternity wear. What sets Ed-a-Mamma apart is its commitment to sustainability; the brand manufactures its clothing using natural fibers and incorporates plastic and nickel-free buttons and trims, aligning with the principles of conscious and eco-friendly fashion.

RRVL, which operates a robust omnichannel network comprising over 18,500 stores and digital commerce platforms across various sectors, plans to collaborate closely with Alia Bhatt, the founder of Ed-a-Mamma. Leveraging the management expertise of its subsidiary, Reliance Brands Limited (RBL), RRVL aims to expand the brand’s reach and promote sustainable fashion choices among the younger generation.

Alia Bhatt expressed her enthusiasm about the partnership, stating, “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.”

In addition to clothing, the partnership has ambitious plans to diversify Ed-a-Mamma into personal care products and baby furniture, further establishing the brand as a holistic solution for parents and children.

Reliance Retail Ventures Limited (RRVL) reported a consolidated turnover of Rs 260,364 crore ($31.7 billion) and a net profit of Rs 9,181 crore ($1.1 billion) for the fiscal year ending on March 31, 2023. RRVL’s New Commerce initiative has enabled partnerships with over three million merchants.

Reliance Brands Limited (RBL), a subsidiary of Reliance Retail Ventures Ltd, was established in 2007 with a mission to introduce and nurture global luxury brands in the fashion and lifestyle sector. Its impressive portfolio includes renowned names such as Armani Exchange, Bally, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, EA7, Emporio Armani, G-Star Raw, and Gas, among others. RBL also holds ownership of the iconic British toy retailer Hamleys and has invested significantly in homegrown designer brands. Currently, RBL operates 2,169 doors across India, encompassing 905 stores and 1,264 shop-in-shops.

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