Reliance Brands is in advanced discussions for a complete acquisition of Ed-a-Mamma, the childwear brand owned by Bollywood actor Alia Bhatt, for an estimated amount of Rs. 300 crore to Rs. 350 crore.
According to industry executives familiar with the matter, the negotiations between Reliance and Ed-a-Mamma are in the final stages, and an agreement is expected to be reached within the next 7-10 days, as reported by The Economic Times.
In the event of a successful acquisition, it is anticipated that Reliance’s kidswear portfolio will receive a significant boost. Launched in 2020 to address the absence of a locally established brand offering sustainable clothing options for children at affordable prices, Ed-a-Mamma has primarily conducted sales through prominent online platforms such as FirstCry, AJIO, Myntra, Amazon, Tata CLIQ, and its own webstore.
Additionally, the brand has established retail partnerships with Lifestyle and Shoppers Stop, further expanding its reach in the market.
Alia Bhatt expressed her intention to expand further into the infant segment, along with the desire to introduce additional vertical categories related to family care. She emphasised that her brand focuses on storytelling as a means to help children develop a deeper understanding of the planet and cultivate greater sensitivity towards it.
