Reliance Retail Ventures and Alia Bhatt Partner for Eco-Friendly Kids’ Clothing
Newzdaddy Business Updates
Reliance Retail Ventures Limited (RRVL) has joined forces with Alia Bhatt’s eco-conscious clothing brand for kids and maternity wear, Ed-a-Mamma, in a major collaboration. RRVL has acquired a 51% majority stake in Ed-a-Mamma, with the goal of expanding the brand’s reach and sustainability efforts. This partnership marks a significant step toward promoting sustainable fashion for the younger generation.
Founded by Alia Bhatt in 2020, Ed-a-Mamma focuses on clothing for children aged 2 to 12. The brand quickly gained popularity by using natural fabrics and nature-inspired themes to foster a love for nature among kids. Starting as an online store, Ed-a-Mamma expanded its presence to department stores, becoming a preferred choice for discerning consumers.
In a significant move last year, the brand introduced maternity wear, coinciding with Alia Bhatt’s pregnancy. It later expanded its offerings to include clothing for infants and toddlers, showcasing its versatility.
Ed-a-Mamma continues to win hearts with eco-friendly initiatives like using eco-friendly materials and repurposing waste fabric for hair ties. Each garment also comes with seed balls to encourage kids and parents to participate in building a greener future.
Isha Ambani, Director of Reliance Retail Ventures Limited, stated, “We’ve always admired brands with a strong purpose, and Ed-a-Mamma, led by Alia Bhatt, embodies a unique design ethos with sustainability at its core. They’ve received acclaim for their ethical practices and eco-conscious production, aligning perfectly with Reliance Brands’ vision for a responsible fashion industry.”
Alia Bhatt and Isha Ambani, who became mothers around the same time, both share a personal connection to Ed-a-Mamma’s maternity and kidswear. “The product, brand, and partnership are close to my heart,” added Isha Ambani.
Alia Bhatt expressed her excitement about the joint venture, saying, “Isha and I, as new moms, found common ground discussing what mothers need. I shared our work at Ed-a-Mamma and the potential for growth. She mentioned that Reliance could bring expertise in supply chain, retail, and marketing. With this collaboration, we aim to introduce Ed-a-Mamma to more kids and parents while continuing to inspire a love for nature.”
The partnership plans to expand into personal care products and baby furniture while maintaining their child-friendly, parent-friendly, and planet-friendly values. Additionally, they have exciting plans for children’s storybooks and an animated series, bringing the enchanting world of Ed-a-Mamma to life.
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