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.

Reliance Brands Ltd is in talks to fully acquire actress Alia Bhatt's children wear brand Ed-a-Mamma for Rs. 300-350 crore, two industry executives said. Reliance Brands is a subsidiary of Reliance Retail Ventures, the conglomerate's retail business holding company.

Ed-a-Mamma is an over Rs. 150-crore brand, according to media reports, and is primarily sold online. It is expected to strengthen the Reliance children's wear portfolio. The country's largest retailer currently operates mainly through value fashion chain Trends as well as Mothercare, for which it has the India rights.

Reliance and Eternalia Creative and Merchandising, the entity behind Ed-a-Mamma, didn't respond to queries. Bhatt is a director at Eternalia, according to filings with the Registrar of Companies.

"Talks between Reliance and Ed-a-Mamma are in the final stages and (an agreement is) likely to be signed in the next seven to 10 days," said an industry executive aware of the deal. "It will give Reliance a greater toehold in the kidswear market."

Ed-a-mamma was started in 2020 and later extended to the teenage and maternity wear segments. Apart from ecommerce platforms such as Myntra, Ajio, FirstCry, Amazon and Tata CliQ, the brand is sold through its own webstore and retail chains such as Lifestyle and Shoppers Stop. It operates as a conscious clothing brand, that is, the products are environment-friendly.

Reliance Brands is the group's retail venture that partners with independent fashion brands in segments such as luxury, bridge-to-luxury, high premium and high street lifestyle such as Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and Jimmy Choo, among others.