Alia Bhatt who had turned entrepreneur, with the launch of her kidswear brand Ed-a-Mamma in 2020, has now some exciting news coming. The brand that offers a range of naturally sourced and sustainable apparel for kids in the age group of 2-14 years had also recently announced the launch of it’s maternity wear in 2022, at a time when Alia was preparing to be a mom by herself. Back then, Alia took to Instagram to announce the launch of brand and even did a photoshoot with children.
The 29-year-old, who became a mother in November last year, took to Instagram to announce that the new collection, designed to make “nursing easier.” Check out her post right here-
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Right now, Alia Bhatt’s brand Ed-a-Mamma has joined hands with Reliance Retail Ventures Ltd. Sharing the big news with her fans and well-wishers across the globe, Alia put out an image with Isha Ambani on her Instagram page with a caption that read, “Delighted to share that Ed-a-Mamma and Reliance Retail Ventures Ltd have entered into a joint venture. Ed-a-Mamma is a bootstrapped venture with a big heart. Reliance Retail is India’s largest retailer. What we have in common is our dream to continue the work of building a homegrown, vocal-for-local brand of children’s products that are safe, parent-friendly and planet-friendly. On a more personal note, for Isha and me, this is also about two moms coming together. That just makes it so much more special 💛"
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In this much-exciting announcement. Alia’s friends, family and fans around showered the comment box with heaps of hearts, love and wishes for the new venture. Karan Johar commented “Badhai ho❤️❤️❤️❤️❤️ so proud" on Alia’s post.
“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 Limited.
“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.
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 Eda-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.”
With the help of the alliance, the company will expand into new markets including personal care and baby essentials while upholding its basic ideals of being family-, parent-, and environmentally-friendly products. On a personal side, Isha Ambani is also working on children’s books and an animated series that will bring the enchanted world of Ed-a-Mamma to life.
