Alia Bhatt’s childwear brand Ed-a-Mamma set to be acquired by Reliance: Report

Bollywood actress Alia Bhatt’s children’s wear brand, Ed-a-Mamma is reportedly in talks to be acquired by Reliance Brands, a subsidiary of Reliance Retail.

According to a report by ET, Reliance Retail is looking to buy Ed-a-Mamma in a deal worth INR 300-350 Cr. Ed-a-Mamma is valued at INR 150 Cr reportedly, which primarily sells its products online.

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The report further added that the deal is in its final stages and Ed-a-Mamma and Bhatt would sign the papers in the next 10 days or so. The deal is said to give Reliance a better foothold in the kidswear market, the executive added.

About Ed-a-Mamma

Founded in 2020, Ed-a-Mamma manufactures and sells children’s wear, teens’ wear and maternity wear. The company operates in an omnichannel model, selling across ecommerce platforms and offline retail chains including Lifestyle and Shoppers’ Stop. With the deal, Ed-a-Mamma would likely also get access to Reliance’s Trends stores, further strengthening its offline presence.

Incidentally, Ed-a-Mamma is only the first in many recent attempts by Reliance Retail to grab a bigger share of the online retail market in India. Earlier this year, it was reported that Reliance has entered an agreement with Chinese fast fashion brand Shein to bring it back to India, having been banned in 2020 after increased border tensions with China.