Alia Bhatt, accompanied by Ranbir Kapoor and their daughter Raha, joined Isha Ambani and her family at the pre-wedding festivities of Anant Ambani and Radhika Merchant in Jamnagar. Reflecting on her deep bond with Isha, Alia recently shared insights in an interview with Forbes. Notably, in 2023, Isha's Reliance Brands Ltd secured a majority stake (51 percent) in Ed-a-Mamma, a children's and maternity-wear brand founded by Alia. The dynamic between Alia, her daughter Raha, and the Ambani family was notably adorable, as seen in their heartwarming interaction with Anant Ambani during the pre-wedding celebrations.

Alia Bhatt welcomed her first child, Raha Kapoor, in November 2022, while Isha Ambani and her husband Anand Piramal embraced parenthood with the birth of their twins – daughter Aadiya and son Krishna – on November 19, 2022. Reflecting on her friendship with Isha, Alia expressed, "I am delighted about our partnership with Reliance. Isha Ambani and I share a strong bond. It's remarkable that we both became mothers around the same time. My daughter and her twins arrived within a week of each other. It was a beautiful synchronicity that unfolded simultaneously, and suddenly, we found ourselves in the journey of motherhood together."

Alia further added, "My connection to Ed-a-Mamma as a brand became deeply personal. It stemmed from within me, rather than merely viewing it as a business endeavor. The timing of it all was truly serendipitous. Becoming a mother has enriched every aspect of my life, making me better in every role."

Reliance Brands Ltd, a subsidiary of Reliance Retail Ventures Limited (RRVL), which is a division of Reliance Industries' retail sector, acquired Alia Bhatt's Ed-a-Mamma. The collaboration has led to the brand's expansion into additional categories, including personal care products, baby furniture, children's storybooks, and an animated series, as stated by RRVL. However, specific financial terms of the deal were not disclosed by the company.

Ed-a-Mamma founded by Alia Bhatt in 2020 specializes in offering affordable and sustainable clothing choices for children. Expanding its offerings, the brand introduced maternity wear to its product line in 2022.