Reliance Brands, a part of Reliance Industries’ retail arm Reliance Retail Ventures, is currently in advanced talks to fully acquire Bollywood actor Alia Bhatt’s childwear brand, Ed-a-Mamma, for an estimated amount of Rs 300 crore to Rs 350 crore.
Alia Bhatt’s Childwear Brand To Be Acquired By Reliance
According to industry executives familiar with the matter, the discussions between Reliance and Ed-a-Mamma have reached the final stages, and it is likely that an agreement will be reached within the next 7-10 days.
The potential acquisition of Ed-a-Mamma is expected to significantly enhance Reliance’s kidswear portfolio. Launched in 2020, the brand was conceptualized by Alia Bhatt herself, who recognized the need for a world-class, home-grown brand providing sustainable and affordable clothing options for children.
Ed-a-Mamma’s distribution strategy primarily revolves around online platforms, and it has established a presence on renowned e-commerce sites such as FirstCry, AJIO, Myntra, Amazon, and Tata CLIQ. In addition to its online presence, the brand is also available through popular retail chains like Lifestyle and Shoppers Stop.
Initially catering to children aged 4 to 12, Ed-a-Mamma has been expanding its product range and recently entered the infant clothing segment, offering dresses for girls, sleepsuits, bodysuits, and more.
Ed-a-Mamma To Strengthen Reliance Brands’ Position
The potential acquisition of Ed-a-Mamma will likely further strengthen Reliance Brands’ position in the market, providing them with a home-grown brand that targets a crucial segment of the retail market. As the talks progress and the deal is finalized, the business landscape of the kidswear market in India could witness a notable transformation.
In October of the previous year, Alia Bhatt shared her vision for Ed-a-Mamma for the next 2-3 years, expressing her desire to further diversify into the infant segment and expand the brand’s vertical categories related to family care. She emphasized that her brand’s focus is on storytelling to promote children’s understanding of the planet and foster greater sensitivity towards environmental issues.
Currently, Reliance Brands has established partnerships with numerous renowned international brands in various lifestyle segments, including luxury, bridge-to-luxury, high premium, and high street.
The portfolio includes prominent names such as Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks & Spencer, and Micheal Kors, among others.
