Two Moms In It For a Joint Venture: Ed-a-Mamma and Reliance Retail Venture Limited (image: www.instagram/aliaabhatt)

On Friday, September 6, actor Alia Bhatt announced on her Instagram handle her new venture with Reliance Retail Ventures Limited (RRVL). On a long note, she shares her delight in Ed-a-Mamma, a conscious clothing brand for kids and maternity wear, founded by her, holding hands with RRVL in a new endeavour.

She wrote, “Ed-a-Mamma is a bootstrapped venture with a big heart. Reliance Retail is India’s largest retailer. What we have in common is our dream to continue the work of building a homegrown, vocal-for-local brand of children”s products that are safe, parent-friendly and planet-friendly.”

Sharing her photo with Isha Ambani, RRVL”s Director and the only daughter of Indian billionaire businessman Mukesh Ambani, actor further adds that two moms “coming together” makes the dream more “special.”

In a media release, RRVL announced that they have signed a joint venture to “shape a conscious future.” Through acquiring a 51% stake in Ed-a-Mamma and working closely with Bhatt, RRVL plans to closely work with founder Bhatt to expand and promote sustainable fashion for the younger generation.

Launched in 2020, Ed-a-Mamma began as a kids brand for 2–12-year-olds and later expanded to include maternity wear segments. Along with children, through conscious clothing, she writes, her brand expresses her deep care for the planet as well.

“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. . . . This aligns seamlessly with Reliance Brands” vision of fostering a more responsible future for the fashion industry,” said Ms Ambani in the media release.

About the endeavour, Ms Bhatt said, “With this joint venture, we look forward to taking Ed-a-Mamma to many more kids and parents and continuing to inspire a love for nature through everything we do,” reports Livemint.

The company adds that tie-up also plans to expand into areas such as personal care and baby furniture while retaining brand value and vision.