Alia Bhatt’s Ed-a-Mamma to join Reliance brands in multi-crore acquisition: Report

Reliance Brands, a subsidiary of Reliance Retail Ventures Ltd (RRVL), is reportedly in advanced talks to acquire Ed-a-Mamma, a popular kids wear brand endorsed by Bollywood actress Alia Bhatt. The deal aims to bolster Reliance Brands’ foothold in the burgeoning branded kids wear market by incorporating Ed-a-Mamma’s expertise in providing sustainable and affordable clothing options for children.

According to a report by The Economic Times, the discussions between Reliance Brands and Ed-a-Mamma, which primarily operates as an online retailer, are reaching their final stages. Industry reports estimate the deal to be valued at approximately ₹300 crore.

The acquisition of Ed-a-Mamma would not only bring a promising kids wear brand into Reliance Brands’ portfolio but also provide the company with an opportunity to expand its presence in the rapidly growing branded kids wear segment. Ed-a-Mamma, owned by Eternalia Creative and Merchandising, counts Alia Bhatt as one of its directors. The company was established in 2019 and has gained recognition for its commitment to sustainable fashion for children.

Reliance Brands, established in 2007, has built a robust reputation by partnering with more than 50 international brands and operating over 2,000 stores across India. With a diverse portfolio that includes renowned names such as Armani Exchange, Bally, Burberry, Coach, Giorgio Armani, Hugo Boss, Jimmy Choo, Michael Kors, and many others, the retail giant has been a frontrunner in the industry.

As of now, Reliance Brands has not responded to inquiries regarding the potential acquisition. However, if the deal proceeds as anticipated, it would mark another significant stride for Reliance Brands as it continues to expand its brand partnerships and solidify its position in the Indian retail market.

Also Read: Alia Bhatt’s label Ed-a-Mamma launches nature inspired infant’s wear

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