Alia Bhatt's kidswear and maternity-wear brand Ed-a-Mamma has entered into a joint venture with Reliance Retail Ventures Ltd.
Ed-a-Mamma is a sustainable kids and maternity wear brand founded by actress Alia Bhatt in 2020.
The brand is committed to sustainable fashion, using ethically sourced materials and eco-friendly production processes.
On September 6, Reliance announced that it had entered into a joint venture with Ed-a-Mamma and would acquire a 51% stake in the brand.
Alia Bhatt will retain a 49% minority stake in the brand and will continue to be involved in its day-to-day operations.
The strategic deal is reportedly worth Rs. 300-350 crore (US$40-45 million).
The JV allows Reliance to leverage Ed-a-Mamma and get a foothold in the growing sustainable fashion market,
The JV also gives Ed-a-Mamma access to RRVL's vast retail network and resources, aiding in expanding reach and growing business.
The partnership will see Ed-a-Mamma expand its product range to include personal care and baby furniture.