Mumbai: Reliance Retail Ventures (RRVL) has announced a significant joint venture with Ed-a-Mamma, the sustainable kids and maternity clothing brand founded by Bollywood actress Alia Bhatt. RRVL has secured a 51 per cent majority stake in Ed-a-Mamma and plans to collaborate closely with Bhatt to further expand the brand. This partnership aims to promote sustainable fashion choices for the younger generation.

Launched by Bhatt in 2020, Ed-a-Mamma gained popularity for its range of eco-friendly clothing designed for children aged 2 to 12. The brand's focus on natural fabrics and nature-inspired themes resonated with both parents and kids. In the past year, Ed-a-Mamma expanded its product line to include maternity wear and a collection for infants and toddlers.

The partnership will see the brand grow into new areas like personal care and baby furniture while retaining its core values of being child-friendly, parent-friendly, and planet-friendly. Also on the anvil is children's story books and an animated series that will breathe life into the enchanting world of Ed-a-Mamma.