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New Delhi, Reliance Brands, part of Reliance Retail Ventures Ltd (RRVL), is planning to buy Ed-a-Mamma, a kidswear brand promoted by Bollywood actress <keyword id="6354526" type="General" weightage="20" keywordseo="Alia-Bhatt" source="Orion">Alia Bhatt</keyword>, according to an industry source. The leading retailer would ultimately acquire the company, which specialises in providing sustainable clothing options for kids at affordable rates. Talks between Reliance Brands and the kidswear retailer, which mainly sells online are in the final stages, the industry source said. According to a media report, the deal is estimated to be around Rs 300 crore. The deal would help strengthen Reliance Brands' play into the branded kidswear segment, which is rapidly growing in the country. Ed-a-Mamma brand is owned by Eternalia Creative and Merchandising, in which Alia Bhatt is a director. The company was incorporated in 2019. An e-mail sent to Reliance Brands remained unanswered by the time of filing of the story. Established in 2007, Reliance Brands has collaborated with of over 50 international brands and operates over 2,000 stores in India. It has a portfolio of brand partnerships which includes AK-OK, Armani Exchange, Bally, Bottega Veneta, Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Ermenegildo Zegna, Gas, Giorgio Armani, Hamleys, Hugo Boss, Jimmy Choo, Michael Kors, Mothercare, Muji, Paul &amp; Shark, Paul Smith, Pottery Barn, Ritu Kumar, Salvatore Ferragamo, Satya Paul, Steve Madden, Superdry, Scotch &amp; Soda, Tiffany &amp; Co, Versace, Villeroy &amp; Boch and West Elm. While RRVL is the holding company of retail operations of billionaire Mukesh Ambani-led Reliance Industries Ltd.

Reliance Brands to acquire Alia Bhatt-promoted kidswear brand Ed-a-Mamma

<ul><li>Aila Bhatt's <keyword id="10339888" type="General" weightage="100" keywordseo="ed-a-mamma" source="Orion">Ed-a-Mamma</keyword> grows 10 times in 10 months. </li><li>The brand has also launched a fully natural and sustainable Autumn Winter 2021 line.</li></ul>Actor, philanthropist and investor, <keyword id="6354526" type="General" weightage="20" keywordseo="alia-bhatt" source="Orion">Alia Bhatt</keyword> takes her conscious clothing brand for children, Ed-a-Mamma to a record 10X growth in 10 months as it launches its first edition of the Autumn Winter line. Consistently ranked as one of the top 3 brands on Myntra, in the kidswear category, within 3 months of launch on the platform. Bhatt’s Ed-a-Mamma has also been prolifically distributed in the top 6 digital marketplaces and retails on the brand’s website. The brand has launched its Autumn-Winter 2021 line with an amazing repertoire of winter wear – including 100% cotton sweaters, green denims and a very wearable festive collection. It will soon announce the launch of inner wear and sleepwear for kids before the season is out, marking a 100% increase in the number of categories since inception. Ed-a-Mamma caters to children in the age group of 2-14 years. Ed-a-Mamma is completely homegrown which reflects its ‘Vocal for Local’ ethos, and has the vision of changing the world one garment at a time. Alia Bhatt has expressed on numerous occasions how the brand seeks to nurture a love of nature among children through its choice of themes, fabrics and ethos. Operating on an exclusively D2C business model, the brand which launched with 150 styles in October 2020, now has 800 options live on its website. While the business is entirely self-funded, investors in a Series A round are valuing the company at Rs. 150 crore, which sets a new benchmark for children’s clothing in India. Speaking about the growth that the brand has marked, Alia Bhatt, Founder, Ed-a-Mamma, states, “I am still learning about business, but I am so, so proud of what we have achieved in one year. It’s almost unreal. What started out as a small dream is now on its way to becoming a Rs 150 cr business. I’m absolutely thrilled with our new launches – all credit to my formidable team. Our next focus is to ramp up production and bring our consumers a bigger, even better spring summer collection next year.” While all the products are made with completely natural fibres, Ed-a-Mamma has garnered trust by acquiring SEDEX (global certification for ethical trade), Green Denim Certifications through Zero Liquid Discharge (ZLD certification), organic clothing through GOTS (Global Organic Textile Standard) certification and is a completely vegan compliant brand. Sustainable clothing for children at an affordable price point will continue to be the cornerstone of the brand, while driving the overall brand goal, to get children and their parents to love, and look after their planet.

Alia Bhatt’s kidswear brand Ed-a-Mamma grows 10X and becomes a Rs 150 crore business

<ul><li><keyword id="58448" type="General" weightage="20" keywordseo="reliance-retail" source="Orion">Reliance Retail</keyword> Ventures picks 51% stake in actor <keyword id="6354526" type="General" weightage="20" keywordseo="alia-bhatt" source="Orion">Alia Bhatt</keyword>’s <keyword id="1267938" type="General" weightage="20" keywordseo="clothing-brand" source="Orion">clothing brand</keyword>.</li><li>Company plans to enter categories like children's story books and an animated series around the brand.</li><li>Both women join forces to cater to the needs of young mothers and babies. </li></ul>Reliance Retail Ventures Limited (RRVL) said on Wednesday that it had signed a joint venture with actor Alia Bhatt’s conscious clothing brand of kids and maternity-wear, <keyword id="10339888" type="General" weightage="20" keywordseo="ed-a-mamma" source="Orion">Ed-a-Mamma</keyword>. Reliance Retail Ventures will now have a 51% majority stake in the brand. At the Annual General Meeting last year billionaire Mukesh Ambani and the chairman of Reliance Industries had announced that the retail business would be led by his daughter <keyword id="617730" type="General" weightage="20" keywordseo="isha-ambani" source="Orion">Isha Ambani</keyword>. With this announcement, RRVL aims to take the brand on a dynamic growth trajectory by closely collaborating with founder Alia Bhatt and leveraging the management strength of its subsidiary Reliance Brands to spearhead the business. Ed-a-Mamma founded by Alia Bhatt in 2020 as an apparel brand for 2–12 year-olds, resonated deeply with both young parents and children through its emphasis on natural fabrics and nature themes all designed to inspire a love of nature among children. Speaking about the joint venture, Alia Bhatt said, “Isha and I found a wavelength as two new moms discussing what mothers want. I told her what we were already doing at Ed-a-Mamma and how there’s scope to do so much more.” She said Reliance can bring strengths in everything from supply chain to retail to marketing. “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.” The company also plans to enter 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. From its online debut to its offline presence in department stores, Ed-a-Mamma quickly established itself as a favoured choice among discerning consumers. Last year, the brand expanded its range to include maternity-wear which was thoughtfully timed to coincide with Alia Bhatt’s pregnancy which was soon followed-up with a line for infants and toddlers — further demonstrating the brand's versatility. Ed-a-Mamma continues to gain popularity and build the brand with innovative eco initiatives such as not using plastic buttons to repurposing waste fabric for hair-ties. The brand's commitment to nurturing a connection with nature is exemplified by its inclusion of seedballs with each garment which encourage kids and parents to interact to participate in building a green future. “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. 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, Reliance Retail Ventures. “Alia’s daughter and my twins are two weeks apart and we pretty much went through our pregnancies at the same time coincidentally wearing Ed-a-Mamma maternity, and now dressing our children in Ed-a-Mamma kidswear, which they love! So, this is special – the product, brand and the partnership are especially close to my heart,” added Isha Ambani on a personal note.

Reliance Retail picks up 51% in Alia Bhatt’s clothing brand Ed-a-Mamma

<ul><li>Launched in the thick of the Covid-19 pandemic, Alia Bhatt’s sustainable kidswear brand <keyword id="10339888" type="General" weightage="100" keywordseo="ed-a-mamma" source="Orion">Ed-a-mamma</keyword> has witnessed over 10x growth in the last 18 months.</li><li>Alia Bhatt’s Ed-a-Mamma also marked its offline presence this quarter by launching 16 retail stores, spread across India’s metro cities such as Mumbai, Delhi, Chennai, and Hyderabad and is now focusing on expanding its product categories.</li><li>Business Insider India spoke to Iffat Jivan, Ed-a-Mamma’s business head about the future of <keyword id="74593" type="General" weightage="20" keywordseo="sustainable-fashion" source="Orion">sustainable fashion</keyword> in India.</li><li>Jivan told us that <keyword id="14619797" type="General" weightage="20" keywordseo="affordable-sustainable-fashion" source="Orion">affordable sustainable fashion</keyword> is achievable and that’s the future.</li></ul>Landfills are brimming with urban waste, so much so that by 2050, India is reportedly going to need a <a href="https://www.businessinsider.in/sustainability/news/sustainable-lifestyle-changes-are-the-need-of-the-hour-heres-how-you-can-take-baby-steps/articleshow/91978301.cms">landfill </a>that's the size of its capital, New Delhi! While there’s growing awareness for sustainable fashion and consumers are willing to make more eco-friendly choices, affordability has become a major constraint. A recent report by Kantar India said that despite inflation, “people’s desire to be sustainable has not eroded. The cost-of-living crisis reminds us that green products need to be affordable for sustainability to become mainstream. Brands that offer sustainable options that are affordable will be favored.” Actor and entrepreneur Alia Bhatt’s kidswear company Ed-a-mamma has done just that – it has managed to bring down the price point of its sustainable clothes. Ed-a-Mamma’s clothes are priced in the range of ₹399 to ₹1,899. If more brands bring their prices down and focus on giving back to consumers, sustainability could see greater adoption in the country, which Ed-a-Mamma’s business head Iffat Jivan believes is challenging but possible. “If [sustainable] brands are … more affordable, there is no reason why somebody would not want to buy a product that is sustainable because you're actually contributing towards the planet, towards the environment, and at the same time, you are not burning a hole in your pocket,” Jivan told Business Insider India. Why are sustainable clothes expensive? Sustainable garments are made from organic fibers – free of pesticides and synthetic fertilizers, and causing zero harm to mother earth – that are hard to source. This is why sustainable clothes tend to be more expensive as the cost is passed on to the consumers. Ed-a-Mamma sources all its organic fibers from India, which has helped the brand price its clothes in the same range as fast-fashion products. “If you have to churn out a regular product, it is probably 1/10th of the effort that you would put in the sourcing of a sustainable product. So people [brands] are taking an upcharge for their efforts. In our case, our effort is more towards the environment. Price should come down if people do take the same route that we have taken,” shared Jivan. When a sustainable brand operates on a smaller scale, reaching a cost-effective pricing strategy becomes a challenge. However, Jivan is optimistic that the industry will change when brands take matters into their own hands. “I can tell you for sure [affordable sustainable fashion] is not something that's not achievable. People today want to be paid for the effort that they're putting into bringing that product outright, we have taken that onus on ourselves and we're passing the benefit on to the customer. That is something that would come from the brand mindset. It's definitely achievable. You just need to want to do it badly enough to kind of pass it on to the customer and work for the larger cause,” Jivan told Business Insider. Alia Bhatt’s brainchild Born during the peak of the Covid-19 pandemic in October 2020, Alia Bhatt’s Ed-a-Mamma is one of the first brands in the sustainable kidswear category. “This was actually Alia’s last dream and her concept where she wanted to educate kids about an alternate lifestyle that was possible. Talk to parents and kids directly because Alia strongly feels that catching kids young, and giving them options of an alternate lifestyle would probably sow the seeds of being a little more conscious of the environment,” said Jivan. Ed-a-Mamma marked its offline presence this quarter by launching 16 retail stores, spread across India’s metro cities such as Mumbai, Delhi, Chennai and Hyderabad and is now focusing on expanding its product categories. “We've shown a little over 10x growth over the last 18 months. We've now also moved into the brick and mortar space,” said Jivan. “Last year, we clocked around seven lakh pieces (in sales). This year, the number is definitely going to more than double because we've added on a lot of categories. This year we're looking at at least crossing maybe 20 lakh pieces,” added Jivan. Ed-a-Mamma is currently valued at ₹200 crores. The sustainable fashion industry is currently valued at around $24 billion in India, Jivan said and she believes that this is just a fraction of the industry’s full potential. As more Indians embrace sustainable fashion in the years to come, the industry will only get bigger and better, she added.

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Reliance Brands to acquire Alia Bhatt-promoted kidswear brand Ed-a-Mamma

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Alia Bhatt’s kidswear brand Ed-a-Mamma grows 10X and becomes a Rs 150 crore business

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Reliance Retail picks up 51% in Alia Bhatt’s clothing brand Ed-a-Mamma

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Alia Bhatt-owned Ed-a-Mamma has made sustainable fashion affordable, others can too, says company’s biz head

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