Alia Bhatt-backed children’s lifestyle brand is expanding its product portfolio with the launch of Add-A-Mamma Kids and Baby Personal Care range, marking the latest phase in its strategic expansion after Reliance Retail Ventures Limited (RRVL) acquired 51% stake in the business in 2025. According to an interview the actor and entrepreneur gave to Mint, the move positions the brand to enter India’s fast-growing childcare segment.
Alia Bhatt-backed Aid-A-Mamma enters baby personal care after Reliance Retail picks up 51% stake
The new product line includes baby wash, oil, lotion, talc-free powder and rash balm, signaling a shift beyond apparel into fast-moving consumer goods. “Like most FMCG categories, personal care is a fast-growing segment in a very crowded market. But Add-a-Mamma’s vision is to be a one-stop shop for all things baby and mom related apparel, care, growth and entertainment,” Bhatt said.
In 2025, Reliance Retail Ventures acquired a majority stake (51%) in Add-A-Mamma, helping the brand expand its reach into new categories including personal care, baby furniture, children’s storybooks and even an animated series. “The first thing we needed to do after the Reliance acquisition was because we needed the support and strength of the company to get into this large and crowded category,” Bhatt said, describing the move into personal care.
Founded in 2020, Add-A-Mamma started as an online apparel label for children aged 2 to 12 before expanding into maternity wear and baby products. The partnership with Reliance comes at a time when the child care market in India is projected to grow from about $34 billion in 2023 to $60-66 billion by 2028 due to increasing awareness, higher disposable income and urbanization.
Beyond baby and children’s personal care, Bhatt is interested in further diversifying the brand’s offerings. She said Add-A-Mamma is exploring the possibility of re-entering the teen apparel category – after limited declines in the past – and is also considering the pet care segment. “We want to take our time to identify what products are right for our teens… and make all of our products extremely accessible and affordable,” he said.
In addition to its product expansion, Add-A-Mamma has already launched its first children’s book, The Adventures of Add-A-Mamma, with two more titles in the pipeline, underscoring the brand’s aim to create a comprehensive lifestyle ecosystem beyond physical products.
