Reliance Retail Ventures Limited (RRVL) has signed a joint venture with Alia Bhatt’s Ed-a-Mamma, a conscious clothing brand for kids and maternity wear, for a 51 per cent majority stake.

Acting in collaboration with founder Alia Bhatt, RRVL plans to utilise the expertise of Reliance Brands Limited to elevate the brand and advocate for eco-friendly fashion among young individuals. This partnership also intends to extend Ed-a-Mamma’s offerings to include personal care products and baby furniture.

Established by Alia Bhatt in 2020, Ed-a-Mamma is a clothing label designed for children aged 2-12, specialising in sustainable and comfortable apparel made from natural materials. The garments are adorned with buttons and trims that are free from plastic and nickel.

RRVL is a company with many stores and online platforms. It works with millions of merchants through its New Commerce initiative. In the year ending March 31, 2023, RRVL had a turnover of Rs 260,364 crore (USD 31.7 billion) and a net profit of Rs 9,181 crore (USD 1.1 billion).

RBL is a subsidiary of RRVL and focuses on luxury fashion and lifestyle brands. It owns brands like Armani Exchange, Bally, Bottega Veneta, Burberry, Coach, and more. RBL has also acquired Hamleys and invested in creating its own designer brands.

Today, RBL operates 2,169 doors in India, spread across 905 stores and 1,264 shop-in-shops.

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