Reliance Brands may acquire Alia Bhatt’s childrenswear company Ed-a-Mamma for between Rs 300 and Rs 350 crore: Report In 2020, Alia Bhatt founded Ed-a-Mamma in response to the shortage of a top-tier domestic company offering eco-friendly children’s clothing options at competitive prices.
The childwear company Ed-a-Mamma, owned by Bollywood actor Alia Bhatt, is fully acquired by Reliance Brands, a division of Reliance Industries’ retail arm Reliance Retail Ventures, for between Rs 300 and Rs 350 crore.
According to The Economic Times, which cited industry officials familiar with the situation, the negotiations between Reliance and Ed-a-Mamma are nearing their conclusion, and a deal will likely be reached in the next 7 to 10 days.
If the deal closes, Reliance’s selection of childrenswear will likely expand. In 2020, Alia Bhatt founded Ed-a-Mamma in response to the shortage of a top-tier domestic company offering eco-friendly children’s clothing options at competitive prices.
In addition to its own website, the company has been selling mostly through online marketplaces like FirstCry, AJIO, Myntra, Amazon, and Tata CLIQ. Retail chains, including Lifestyle and Shoppers Stop, also carry the brand.
The company began with children’s clothing aimed at youth ages 4 and 12. It also debuted a range of infant clothes earlier this year that included outfits for girls, sleepwear, and bodysuits, among other items.
In October last year, Bhatt told PTI about her goals for Ed-a-Mamma for the ensuing two years: “I would like to develop more into the infant market. I want to introduce even more vertical categories in and around family care. She added that her company focuses mainly on storytelling to increase children’s awareness of and sensitivity to the environment.
In luxury, bridge-to-luxury, high premium, and high street lifestyle segments, Reliance Brands currently has partnerships with several well-known international brands, including Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks & Spencer, and Micheal Kors.
