Reliance Brands Ltd, a division of Reliance Retail Ventures, which is part of Reliance Industries, is reportedly in advanced discussions to purchase Ed-a-Mamma, a children’s clothing brand owned by actor Alia Bhatt. The potential acquisition is expected to be valued at around ₹300-350 crore. The negotiations between Reliance Brands and Ed-a-Mamma are reaching their final stages, and an agreement is likely to be reached within the next few days, as per a recent report.
Ed-a-Mamma, owned by Eternalia Creative and Merchandising, of which Alia Bhatt is a director, was established in 2020. The brand specializes in offering sustainable and affordable clothing options for children. While primarily an online retailer, Ed-a-Mamma also sells its products through prominent retail chains. In 2022, the brand expanded its offerings to include maternity wear. Alia Bhatt, who gave birth to her first child, Raha Kapoor, in November 2022, has expressed her desire to focus on the infant segment and explore additional categories related to family care.
According to industry executives cited by The Economic Times, the agreement between Reliance Brands Ltd and Ed-a-Mamma is expected to be finalized within the next seven to ten days. This deal would enhance Reliance’s presence in the kidswear market. The estimated value of the transaction is approximately ₹300-350 crore.
Reliance Brands Ltd, established in 2007, has reportedly partnered with more than 50 international brands and operates over 2,000 stores across India. It has collaborations with renowned international brands in the luxury segment, including Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks and Spencer, and Micheal Kors, among others.
Regarding Alia Bhatt’s upcoming projects, she is currently busy promoting her upcoming film “Rocky Aur Rani Kii Prem Kahaani.” The movie, directed by Karan Johar and co-starring her “Gully Boy” co-star Ranveer Singh, is scheduled for a theatrical release on July 28, 2023. Additionally, Alia will be making her Hollywood debut in the film “Heart of Stone,” alongside Gal Gadot and Jamie Dornan.
