Reliance Retail Ventures forms JV with clothing brand Ed-a-Mamma

Reliance will hold a majority stake in the JV.

Reliance Retail Ventures Limited (RRVL) has entered a joint venture with the conscious clothing brand of kids and maternity wear, Ed-a-Mamma, owned by actress Alia Bhatt.

In a statement, RRVL said it will hold a 51% stake in the joint venture and it plans to “take the brand on a dynamic growth trajectory” by collaborating with Bhatt and the strength of its subsidiary Reliance Brands which will lead the business.

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“At Reliance, we have always admired brands that lead with a strong purpose and embody a unique design ethos exemplified perfectly by Ed-a-Mamma and its founder Alia Bhatt,” RRVL Director Isha Ambani said.

“With sustainability as its core proposition the brand has garnered acclaim for its meticulous attention to detail, using ethically sourced materials and eco-conscious production processes,” she added.

Ed-a-Mamma was founded in 2022 offering apparel for ages two to 12 years old using natural fabrics and featuring nature themes. The brand started online but is also present in department stores.