Reliance Brands in talks to buy Alia Bhatt’s childwear brand Ed-a-Mamma for Rs 300-350 crore: Report

Reliance Brands, part of Reliance Industries, the retail arm of Reliance Ventures, is in talks to fully acquire Alia Bhatt's childwear brand Ed-a-Mamma for around Rs 300 crore to Rs 350 crore.

Reliance and Ed-Mama are in their final stages and an agreement is likely in the next 7-10 days

If the acquisition takes place, it is expected to bolster Reliance's children's apparel portfolio. Ed-a-Mamma was started in 2020 after Alia Bhatt noticed the lack of a world-class homegrown brand that offered sustainable kidswear options at affordable prices.

The brand mainly sells through online platforms such as FirstCry, AJIO, Myntra, Amazon and Tata CLIQ, as well as its own webshop. The brand is also sold by retail chains such as Lifestyle and Shoppers Stop.

The brand started with kidswear targeted at children between the age group of 4 and 12. Earlier this year, it also launched a children's clothing line that includes girls' dresses, pajamas, and bodysuits, among other things.

Commenting on her plans for Ed-a-Mamma over the next two or three years, Bhatt told last year in October, “I would like to expand more into infant segment. I would also like to add more vertical categories in and around the space of family care.” Her brand is also about storytelling to help children better understand the planet and make them more sensitive to it.

At present, Reliance Brands has partnerships with many of the world's leading brands in the luxury lifestyle, bridge to luxury, high premium, and high street segments such as Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, and Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks & Spencer, and Micheal Kors, among others.

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