Reliance Retail Ventures Limited (Reliance Ventures) has acquired 51% stake in Eternalia Media Private Limited, which houses the brand “Ed-A-Mamma”, by way of primary and secondary investment.

Khaitan & Co advised Reliance Retail Ventures in this investment deal. The firm's role included drafting and negotiating the transaction documents, advice on structure and other general corporate advisory.

The core team consisted of Rahul Dutt (Partner), Purti Minawala (Partner), Hetal Thakkar (Counsel), Sweta Rao (Principal Associate) and Yash Bhagwat (Associate) with assistance from the following:

Intellectual Property aspects: Shailendra Bhandare (Partner), Sourav Dan (Principal Associate) and Kinjal Parikh (Associate)

TMT aspects: Tanu Banerjee (Partner), Ishan Johri (Principal Associate) and Sankalp Jain (Associate)

Competition Law Aspects: Anshuman Sakle (Partner) and Tanveer Verma (Principal Associate)

Nishith Desai Associates acted for Ed-A-Mamma.

The brand “Ed-A-Mamma” was launched by Alia Bhatt in 2020 as a home-grown brand focused on conscious clothing, and it engages in the business of manufacturing and selling of clothing for children, expectant mothers and teens.

RRVL, through its subsidiaries and affiliates, operates an integrated omni-channel network of over 18,500 stores and digital commerce platforms across Grocery, Consumer Electronics, Fashion & Lifestyle and Pharma consumption baskets and has partnered with over 3 million merchants through its New Commerce initiative.

The partnership between Reliance Ventures and Eternalia will see the brand grow into new categories such as personal care, baby furniture, children’s story books and an animated series.

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