India’s retail conglomerate Reliance Retail Ventures Limited (RRVL) has entered a joint venture agreement with Alia Bhatt-owned kidswear label Ed-a-Mamma, of which it owns 51 per cent. 

The value of the deal has not yet been disclosed. Reliance Retail Ventures said the partnership will help the company venture into new categories, including personal care and baby furniture. 

“With sustainability at its core, the brand has received acclaim for its meticulous attention to detail, use of ethically sourced materials, and eco-conscious production processes,” said Isha Ambani, director of RRVL. “This aligns seamlessly with Reliance Brands.”

Bollywood actress Alia Bhatt founded Ed-a-Mamma in 2020 as an online platform for children and maternity products before it expanded its physical presence into department stores. 

“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,” said Bhatt. 

RRVL secured a US$1 billion investment from Qatar Investment Authority last month, which brings the its value to $100 billion from $62.4 billion in 2020. 

The company reported a $31.7 billion consolidated turnover for the year ended March 31 with a net profit of $1.1 billion. It operates an integrated omnichannel network of more than 18,500 stores and digital commerce platforms across grocery, consumer electronics, fashion & lifestyle and pharma consumption baskets. 

Reliance Retail was reported to be exploring the possibility of bringing US apparel brand Old Navy to the Indian market.