Mumbai, 17th July 2023: Reliance Brands, a subsidiary of Reliance Industries’ retail arm Reliance Retail Ventures, is in talks to buy out Bollywood actor Alia Bhatt’s child-wear business Ed-a-Mamma for between Rs 300 and Rs 350 crore.
The talks between Reliance and Ed-a-Mamma are nearing completion, and a deal is expected within the next 7-10 days, according to The Economic Times who cited sources.
If the deal goes through, it will strengthen Reliance’s kids-wear portfolio. Ed-a-Mamma was founded in 2020 by Alia Bhatt in response to a dearth of a world-class home-grown company that offered sustainable clothing solutions for children at reasonable prices.
Apart from its own web-store, the brand has mostly sold through online platforms such as FirstCry, AJIO, Myntra, Amazon, and Tata CLIQ. The brand is also available through retail chains such as Lifestyle and Shoppers Stop.
The brand began with children’s clothing aimed towards youngsters aged four to twelve. It also debuted a clothing collection for newborns earlier this year, including girl gowns, sleepsuits and bodysuits.
In October of last year, Bhatt addressed PTI about her intentions for Ed-a-Mamma for the upcoming years, she said, “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 also stated that her business is primarily about narrative to help children comprehend the globe and become more environmentally conscious.
Reliance Brands currently has partnerships with a number of well-known international brands in the luxury, bridge-to-luxury, high premium and high street lifestyle segments, including 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.
