Reliance Brands to Acquire Alia Bhatt's Ed-a-Mamma

19 July 2023, Mumbai

Deal in the making

Reliance Brands Ltd, a subsidiary of Reliance Retail Ventures, is reportedly in advanced discussions to acquire actress Alia Bhatt's children's wear brand, Ed-a-Mamma, for an estimated ₹300-350 crore. Acquisition to bolster the portfolio.

The deal, expected to be finalized within the next seven to 10 days, aims to strengthen Reliance's presence in the lucrative kidswear market. Ed-a-Mamma, valued at over ₹150 crores, has gained popularity primarily through its online sales channels and follows an environmentally conscious approach to clothing.

About Brand

It was initially launched in 2020 and later expanded into teenage and maternity wear segments, is available on prominent e-commerce platforms like Myntra, Ajio, and Amazon, as well as through its own website and select retail chains including Lifestyle and Shoppers Stop.

Juggernaut rolls

With partnerships ranging from luxury to high-street lifestyle brands like Armani Exchange, Burberry, and Jimmy Choo, Reliance Brands continues to establish itself as a key player in the retail industry.

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