New Delhi: Reliance Retail Ventures (RRVL) has entered into a joint venture with Alia Bhatt’s clothing brand for kids and maternity wear, Eda-Mamma, by acquiring a 51% majority stake. ET was the first to report on July 17 about the possible acquisition. Launched in 2020, Bhatt has extended the kids brand into teenage and maternity wear segments as well.

“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. This aligns seamlessly with Reliance Brands' vision of fostering a more responsible future for the fashion industry,” said Isha Ambani, director, RRVL.

The company did not disclose the value of the transaction.

The partnership will see the brand grow into new areas such as personal care and baby furniture. It also plans it come up with children's storybooks and an animated series. As per media reports, Ed-a-Mamma is an over Rs. 150-crore brand, whose products are sold primarily through online shopping platforms.

The move will help Reliance have a strong portfolio in the kids wear segment.