Reliance Retail Ventures
will acquire a 51% stake in actor Alia Bhatt‘s kids and maternity wear brand Ed-a-Mamma for an undisclosed amount. The brand plans to foray into new areas like personal care, baby furniture, children’s story books 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.
, 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.”