Reliance Brands, the retail subsidiary of Reliance Industries’ Reliance Retail Ventures, is reportedly negotiating to acquire Ed-a-Mamma, the child-wear brand founded by popular Bollywood actor Alia Bhatt. Industry executives familiar with the matter have revealed that the deal, estimated to be around Rs 300 crore to Rs 350 crore, is expected to be finalized within the next 7-10 days, according to The Economic Times.
The potential acquisition of Ed-a-Mamma is seen as a strategic move by Reliance Brands to bolster its presence in the kidswear segment. Launched in 2020, Ed-a-Mamma was born out of Alia Bhatt’s vision to offer sustainable and affordable clothing options for children, addressing the gap she identified in the market.
Ed-a-Mamma primarily operates through popular online platforms like FirstCry, AJIO, Myntra, Amazon, and Tata CLIQ, in addition to its own website. The brand has also gained traction through retail chains like Lifestyle and Shoppers Stop.
Alia Bhatt’s brand initially focused on children aged 4 to 12 and later expanded its product range to include an infant clothing line. Bhatt shared her aspirations to further expand into the infant segment and introduce more vertical categories related to family care.
Reliance Brands, known for its partnerships with renowned international luxury and lifestyle brands, is poised to strengthen its portfolio with the potential acquisition of Ed-a-Mamma. The deal, if successful, would further solidify Reliance’s position in the competitive kidswear market.