Alia Bhatt-Backed Ed-A-Mamma Expands into Baby Personal Care Following Reliance Retail’s 51% Stake Acquisition

Ziya Khan 2 weeks agoLast Updated: January 10, 2026

Children’s lifestyle brand Ed-A-Mamma, backed by actress and entrepreneur Alia Bhatt, is expanding its product lineup with the launch of a kids and baby personal care range. This marks a significant step in the brand’s growth strategy after Reliance Retail Ventures Ltd (RRVL) acquired a 51% stake in the company in 2025. The move aims to capitalize on India’s rapidly growing childcare market, Bhatt revealed in an interview with Mint.

The new range features essentials such as baby wash, oil, lotion, talc-free powder, and rash balm, signaling Ed-A-Mamma’s shift from apparel into the fast-moving consumer goods (FMCG) sector. Bhatt explained, “Personal care is one of the fastest-growing FMCG segments in a highly competitive market. Our vision for Ed-A-Mamma is to become a one-stop destination for everything related to children and mothers—covering wear, care, growth, and entertainment.”

Founded in 2020, Ed-A-Mamma initially focused on online apparel for children aged 2 to 12 years before expanding into maternity and infant products. The partnership with Reliance Retail has provided the brand with the resources to diversify further into categories like personal care, baby furniture, children’s storybooks, and even an animated series.

Bhatt described the personal care segment as “the essential next step” following Reliance’s investment, which offers the needed scale and support to enter this crowded market confidently. India’s baby care market is expected to surge from approximately $34 billion in 2023 to between $60 and $66 billion by 2028, driven by rising awareness,

urbanization, and increased disposable incomes. Now, looking ahead, Bhatt also shared plans to revisit the teenage wear segment and explore a potential pet care vertical, emphasizing the brand’s focus on affordability and accessibility. Additionally, Ed-A-Mamma has launched its first children’s book, The Adventures of Ed-A-Mamma, with two more titles underway, highlighting its ambition to build a comprehensive lifestyle ecosystem beyond just products. Stay tuned to know more only with us.