Reliance Set to Acquire Alia Bhatt's Ed-a-Mamma Childwear Brand for Rs 300-350 Crore
Reliance Brands, a subsidiary of Reliance Retail Ventures under Reliance Industries, is reportedly in advanced talks to acquire popular Bollywood actor Alia Bhatt’s childwear brand Ed-a-Mamma. The deal, estimated to be worth around Rs 300 crore to Rs 350 crore, is expected to be finalized within the next 7-10 days, according to report.
The potential acquisition of Ed-a-Mamma would strengthen Reliance’s presence in the kidswear segment. Alia Bhatt launched the brand in 2020 after recognizing the need for a homegrown label offering sustainable and affordable clothing options for children.
Ed-a-Mamma primarily operates through various online platforms, including FirstCry, AJIO, Myntra, Amazon, Tata CLIQ, and its own webstore. The brand also has a presence in retail chains like Lifestyle and Shoppers Stop. Initially targeting children between the ages of 4 and 12, Ed-a-Mamma expanded its offerings earlier this year with a dedicated clothing line for infants, featuring dresses for girls, sleepsuits, and bodysuits, among other products.
Discussing her vision for Ed-a-Mamma, Alia Bhatt stated in an interview with PTI last year, “I would like to expand more into the infant segment. I would like to even add more vertical categories in and around the space of family care.” She emphasized that her brand focuses on storytelling to educate children about the planet and foster sensitivity toward environmental issues.
Reliance Brands already enjoys partnerships with renowned international brands across luxury, bridge-to-luxury, high premium, and high street lifestyle segments. This includes collaborations with prestigious names such as Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks & Spencer, and Michael Kors, among others.
