According to two business insiders, Reliance Brands Ltd is in talks to totally purchase Ed-a-Mamma, the children’s clothing line owned by actress Alia Bhatt, for between 300 and 350 crore. Reliance Brands is a division of Reliance Retail Ventures, the holding company for the conglomerate’s retail operations.
According to media sources, Ed-a-Mamma has a brand value of over 150 crore and sells mainly online. It is anticipated that it will improve Reliance’s portfolio of children’s clothing. The largest retailer in the nation today conducts business mostly through the value fashion chain Trends and Mothercare, for which it holds the India rights.
Inquiries were not answered by Reliance and Eternalia Creative and Merchandising, the company that created Ed-a-Mamma. According to documents filed with the Registrar of Companies, Bhatt serves as a director for Eternalia.
An industry executive with knowledge of the negotiations stated, “Discussions between Reliance and Ed-a-Mamma are in the final stages, and (an agreement) is likely to be signed in the next seven to 10 days.” Reliance will get a stronger foothold in the kidswear sector as a result.
2020 saw the launch of Ed-a-mamma, which later expanded into the teenage and maternity apparel markets. Along with retail chains like Lifestyle and Shoppers Stop, the brand is also sold on its own website and ecommerce sites like Myntra, Ajio, FirstCry, Amazon, and Tata CliQ. It operates as a conscientious clothing company, meaning that the goods are eco-friendly.
The group’s retail arm, Reliance Brands, collaborates with independent fashion companies in the high-end, premium and high street lifestyle areas, including Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and Jimmy Choo, among others.
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