Credits: The Economic Times

Isha Ambani reacts to her Rs 2.6 lakh crore firm teaming up with Alia Bhatt’s brand

Reliance Retail Ventures Ltd. (RRVL), a dominant player in the retail industry, has bought a sizeable 51 percent share in Alia Bhatt’s maternity and newborn care brand, Ed-a-Mamma, in a momentous move that bridges the worlds of commerce and Bollywood.

Alia Bhatt collaborates with Isha Ambani

Credits: Zoom

The Companies Involved

Reliance Retail Ventures

Reliance Retail Ventures is a division of the Mukesh and Nita Ambani-led company Reliance Industries. It has become one of the most well-known and successful retail businesses in India. Grocery, apparel, electronics, and other retail ventures are among the many that RRVL manages. The company has been able to quickly increase its reach throughout India thanks to its ambitious aim and strong financial backing.

Ed-a-Mamma: Alia Bhatt’s Maternity and Baby Care Brand

The brand Ed-a-Mamma, created by Bollywood diva Alia Bhatt, focuses on maternity and infant care items. The company wants to give expectant moms and their young children access to high-quality, fashionable, and environmentally friendly apparel options. Ed-a-Mamma has attracted a lot of attention in a short period of time thanks to its distinctive emphasis on fashion and comfort in the pregnancy and baby care market.

The Synergistic Partnership

An advantageous collaboration has been created between RRVL and Ed-a-Mamma with the purchase of a 51 percent ownership by RRVL. Although the deal’s financial information is still secret, The Economic Times estimates that it is worth between Rs 300 and 350 crore. The symbiotic relationship between these two organizations goes beyond only the financial side.

Isha Ambani’s Perspective

Isha Ambani, the founder of RRVL and the daughter of Mukesh and Nita Ambani, has disclosed a personal connection to this alliance. She revealed that Raha Kapoor, the daughter of Alia Bhatt, and her twins are only two weeks apart in age. Both women, by chance, decided to wear Ed-a-Mamma maternity clothes while they were expecting. They still clothe their kids in Ed-a-Mamma clothing nowadays.

The comment made by Isha Ambani highlights the unique connection between the collaboration, the brand, and the product. It’s a partnership that connects with their common experiences as new mothers rather than merely a business endeavour. This intimate bond might give their cooperation more substance and honesty.

Possible Impact of the Move

Strengthening RRVL’s Retail Empire

This acquisition is yet another achievement for Reliance Retail Ventures Ltd. The corporation has been on an acquisition binge, expanding its portfolio with a variety of retail enterprises. Ed-a-Mamma’s entry into the maternity and baby care market will help RRVL further solidify its position in the Indian retail market. The brand’s emphasis on sustainability and quality is consistent with RRVL’s dedication to providing customers with value and choice.

Expanding Ed-a-Mamma’s Reach

On the other hand, Ed-a-Mamma will probably gain a lot from RRVL’s extensive resources and distribution network. With Reliance’s extensive network covering the whole of India, this collaboration may provide Ed-a-Mamma the platform it needs to grow quickly and appeal to a larger audience. This growth may aid the company in establishing a firm foothold in the fiercely cutthroat market for maternity and infant care.

Fusing Bollywood Stardom with Business

Isha Ambani and Alia Bhatt’s partnership combines the glitz of Bollywood with the sophistication of business. In a market where consumer decisions are frequently heavily influenced by personal branding and celebrity endorsements, this marriage of star power and financial savvy may give Ed-a-Mamma a distinct advantage.

Setting New Trends in Maternity and Baby Care

The dedication of Ed-a-Mamma to offering chic yet cozy maternity and baby care items is in line with the changing preferences of contemporary parents. By pushing other participants to concentrate on sustainable and fashionable offerings, this cooperation has the potential to establish new trends and standards in the sector.

Personal Touch and Authenticity

This cooperation has more authenticity because Isha Ambani and Alia Bhatt are close friends. It’s about common experiences as mothers, not just business methods. Customers may connect with this authenticity, which will increase the appeal of the brand.


Reliance Retail Ventures Ltd.’s strategic decision to purchase a majority position in Ed-a-Mamma combines the advantages of a retail behemoth with the insight of a Bollywood celebrity. Beyond business, it depicts Isha Ambani and Alia Bhatt’s motherhood adventures on a human level. This collaboration could revolutionize the maternity and infant care market in India by giving customers more fashionable and eco-friendly options. This collaboration could open the door for other beneficial alliances between household names in business and entertainment as the retail landscape changes.