RELIANCE BRANDS STRENGTHENS ED-A-MAMMA LEADERSHIP WITH VIVEK SHAH AS LEAD – BUYING & MERCHANDISING

Reliance Brands Ltd. has appointed Vivek Shah as Lead – Buying & Merchandising for Ed-a-Mamma. With over 13 years of Indian and global retail experience, Shah will drive buying strategy, merchandising excellence and category growth, reinforcing the brand’s sustainability-led approach to children’s fashion and supporting its next phase of expansion.

Reliance Brands Ltd.’s decision to appoint Vivek Shah as Lead – Buying & Merchandising for Ed-a-Mamma signals a decisive step in strengthening the leadership architecture of one of India’s most purpose-driven kidswear brands. As the children’s fashion segment evolves rapidly, shaped by heightened parental awareness, sustainability concerns and rising expectations around design and value, the appointment reflects Reliance Brands’ intent to sharpen Ed-a-Mamma’s product strategy while preparing it for its next phase of growth.

Ed-a-Mamma occupies a distinctive position in India’s fashion ecosystem. Conceived as a brand that blends thoughtful design with sustainability, it has steadily built credibility among parents seeking clothing that is safe, comfortable and environmentally responsible. Under the Reliance Brands portfolio, the label has expanded its reach and scale, while remaining anchored in its core philosophy of conscious childhood fashion. Shah’s entry comes at a time when the brand is poised to deepen its assortment strategy, strengthen category leadership and respond to a more discerning, value-conscious consumer.

With over 13 years of experience across Indian and global retail environments, Shah brings a rare combination of strategic clarity and hands-on merchandising expertise. His professional journey has been marked by a consistent focus on building profitable categories, creating customer-relevant assortments and driving transformation through data-led decision-making. In his new role, he will be responsible for shaping Ed-a-Mamma’s buying strategy, ensuring merchandising excellence and unlocking category growth across channels.

Shah’s most recent role at Fabindia offers a strong indication of the impact he is expected to bring. As the lead for Western Menswear buying and merchandising, he was instrumental in scaling the category significantly, growing revenues from Rs 49.6 crore to Rs 86.6 crore. This growth was not merely volumetric but driven by sharper go-to-market strategies, clearer range architecture and an increased focus on innovation-led product development. By aligning trend insights with Fabindia’s brand ethos, Shah strengthened both customer relevance and commercial performance.

Central to his success was a disciplined use of data intelligence. In an industry where instinct often dominates, Shah’s approach balanced creativity with analytics, enabling more accurate demand forecasting, better inventory productivity and improved retail KPIs. His ability to translate data into actionable merchandising decisions helped Fabindia strengthen its omnichannel performance while maintaining brand integrity.

Beyond domestic retail, Shah’s exposure to global brands such as Next, Free People, Hummel, Reima and Monoprix has shaped his understanding of international best practices in product development and merchandising. This global perspective is particularly relevant for Ed-a-Mamma as Indian consumers increasingly benchmark local brands against international standards. His experience spans material innovation, functional design and consumer-centric pricing strategies, all of which are critical in children’s wear, where comfort, durability and safety are as important as aesthetics.

Sustainability has been a recurring theme throughout Shah’s career, making his alignment with Ed-a-Mamma’s ethos particularly strong. His familiarity with responsible sourcing practices and value-driven pricing models positions him well to navigate the complexities of sustainable fashion at scale. For a kidswear brand, sustainability is not merely a marketing narrative but a trust-building exercise with parents, who are increasingly conscious of the environmental and health impact of clothing choices.

Academically, Shah’s credentials further reinforce his suitability for the role. An MBA from FMS Delhi provides him with a strong foundation in business strategy and financial acumen, while his Fashion Technology degree from NIFT equips him with deep product knowledge and design sensibility. This blend of analytical rigour and creative insight is essential in a role that sits at the intersection of commerce, design and purpose.

For Reliance Brands, the appointment underscores a broader strategy of investing in specialised leadership to scale its portfolio brands sustainably. Ed-a-Mamma, in particular, represents an opportunity to lead the children’s fashion segment through a differentiated proposition that combines sustainability, storytelling and strong merchandising fundamentals. Shah’s mandate will likely extend beyond short-term growth, focusing on building resilient categories that can adapt to changing consumer behaviours and market dynamics.

The Indian kidswear market is undergoing a quiet transformation. Parents are moving away from purely price-driven purchases towards brands that offer quality, ethical sourcing and thoughtful design. At the same time, competition is intensifying, with both homegrown and international players vying for attention. In this environment, buying and merchandising functions