Isha Ambani buys 51% stake in Alia Bhatt's company

According to reports, Ed-a-Mamma is valued at an estimated ₹150 crore

Updated: Sep 7th, 2023

Image: Instagram (@aliaabhatt)

Isha Ambani-led Reliance Retail Ventures, the retail arm of Reliance Industries, is buying a major stake in actor Alia Bhatt's children's wear brand Ed-a-Mamma.

Reliance said on Sept 6 that it has signed a joint venture for a 51% majority stake in Ed-a-Mamma, a kids’ brand launched by Bhatt in 2020. The brand has since been expanded into the teenage and maternity wear segments as well.

Reliance Retail Ventures, in a statement announcing the investment, said the partnership will develop the brand into new categories such as personal care and infant furniture, children's story books, and more.

However, the company has not given information about how much this deal has been done.

According to reports, Ed-a-Mamma is valued at an estimated ₹150 crore and sells products online. The brands started with kidswear, and the company targeted children aged 4 to 12 years. Earlier this year, it expanded the brand to infant clothing as well.

Alia’s declares the partnership on IG

Sharing the news of her co-venture with Isha Ambani, Bhatt said in her post, “Delighted to share that Ed-a-Mamma and Reliance Retail Ventures Ltd have entered into a joint venture.”

She also said that both of them have a dream to build ‘a homegrown, vocal-for-local brand of children's products that are safe, parent-friendly and planet-friendly’.

She also added that for Isha and her, it was about ‘two moms coming together’, making the deal ‘so much more special’.

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