Reliance set to buy Alia Bhatt's brand Ed-a-Mamma

Reliance Brands Ltd, a subsidiary of Reliance Industries’ retail arm, Reliance Retail Ventures, is nearing the acquisition of actor Alia Bhatt’s kidswear brand, Ed-a-Mamma, at an estimated value of ₹300-350 crore.

The agreement is anticipated to be concluded in the next seven to ten days, and it is poised to transform the children’s wear market.

Reliance Brands’ acquisition of Ed-a-Mamma not only broadens the retail powerhouse’s children’s wear offerings but also opens up new prospects for Ed-a-Mamma to strengthen its presence in physical stores.

About Reliance Brands

Reliance Brands Ltd was established in 2007. Its primary emphasis is on apparel, footwear, and lifestyle products. It has formed alliances with more than 50 international brands and manages a network of over 2,000 stores across India.

The company has successful partnerships with various renowned international brands, spanning from luxury to other segments, including Armani Exchange, Burberry, Diesel, Giorgio Armani, Kate Spade, Marks and Spencer, among others.

Ed-a-mamma

Ed-a-mamma, a children’s clothing brand, was established in 2020 and subsequently expanded its offerings to include teenage and maternity wear lines.

Besides being available on various e-commerce platforms like Myntra, Ajio, FirstCry, Amazon, and Tata CliQ, the brand also sells its products through its dedicated webstore and prominent retail chains such as Lifestyle and Shoppers Stop.

Ed-a-mamma operates as a conscious clothing brand, ensuring that all its products are environmentally friendly.