Reliance Brands Ltd, part of Reliance Industries’ retail arm Reliance Retail Ventures, is reportedly in talks to acquire actor Alia Bhatt’s children’s clothing brand Ed-a-Mamma for around ₹300-350 crore. Talks between Reliance Brands and Ed-a-Mamma are in the final stages.
The Ed-a-Mamma brand is owned by Eternalia Creative and Merchandising, in which Alia Bhatt is the director. The children’s clothing brand operates primarily online, but is also sold through some major retail chains. Last year, the brand expanded its product line with maternity clothes.
The deal gives Reliance more leverage in the children’s wear market, the executive added. According to the report, the deal is estimated to be worth ₹300-350 crore.
Commenting on her plans for Ed-a-Mamma for the next 2-3 years, Alia told, “I would like to expand more into the infant segment. I would like to add more vertical categories in and around the family care space.”
About Reliance Brands
Founded in 2007, Reliance Brands Ltd has reportedly partnered with more than 50 international brands and operates more than 2,000 stores in India. It has partnerships with several major international brands in luxury and other segments such as Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks and Spencer and Micheal Kors, among others.
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