Reliance Brands Ltd. (RBL) has appointed Vivek Shah as Lead – Buying & Merchandising for Ed-a-Mamma, marking a significant leadership addition as the purpose-led kidswear brand strengthens its growth and product strategy.
Shah brings over 13 years of experience across Indian and global retail, with a strong track record in driving category expansion, building profitable assortments and steering brand-led transformations. In his new role, he will be responsible for shaping buying strategy, merchandising excellence and category growth for Ed-a-Mamma, which has emerged as a key sustainability-focused brand in India’s children’s fashion space.
Prior to joining RBL, Shah played a pivotal role at Fabindia, where he led Western Menswear buying and merchandising. Under his leadership, the category scaled from Rs 49.6 crore to Rs 86.6 crore, driven by sharper go-to-market planning, trend-led range architecture, innovation-focused product development and robust use of data intelligence. His efforts strengthened revenue performance, retail KPIs and customer relevance across channels.
Shah’s career also includes experience with several global brands such as Next, Free People, Hummel, Reima and Monoprix, giving him a strong international perspective on product development, material innovation and consumer-centric merchandising. His expertise spans sustainable sourcing practices and value-driven pricing, aligning closely with Ed-a-Mamma’s ethos.
Academically, Shah holds an MBA from FMS Delhi and a Fashion Technology degree from NIFT, equipping him with a blend of analytical rigour and creative retail insight.
With this appointment, Ed-a-Mamma aims to unlock new growth avenues and deepen its impact in sustainable childhood fashion under Reliance Brands’ portfolio.
