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Reliance Retail Ventures (RRVL), the retail arm of Reliance Industries, is buying a majority stake in Bollywood actress Alia Bhatt’s child wear brand Add-A-Mamma. Reliance on Wednesday said it has signed a joint venture for a 51% majority stake in Ad-e-Mamma. Let us tell you that Bhatt has expanded the kids brand launched in 2020 into teenage and maternity wear segments.
Announcing the investment, RRVL said in a statement that the partnership will develop the brand into new categories such as personal care and baby furniture, children’s story books. However, the company has not disclosed the amount of this deal.
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Ad-A-Mamma was launched three years ago
Let us tell you that Ad-A-Mamma is valued at around Rs 150 crore and mainly sells products online. Add-A-Mamma was launched in the year 2020. The company is engaged in the manufacture and sale of children’s wear, teen’s wear and maternity wear. The company sells its products through online, lifestyle and Shoppers Stop outlets. The brands started with children’s wear and the company targeted the age group of 4-12 years. Earlier this year, the company also launched a clothing line for infants. Also, launched sleepsuits, bodysuits and dresses for girls.