17 July 2023 – Reliance Brands, a subsidiary of Reliance Industries’ retail arm Reliance Retail Ventures, is in talks to entirely purchase Bollywood actor Alia Bhatt’s childwear business Ed-a-Mamma for roughly Rs 300 crore to Rs 350 crore.
The talks between Reliance and Ed-a-Mamma are nearing completion, and an agreement is expected in the next 7-10 days, according to The Economic Times, citing industry insiders familiar with the situation.
Ed-a-Mamma
If the deal goes through, it will add to Reliance’s kidswear business. Ed-a-Mamma was founded in 2020 by Alia Bhatt in response to a dearth of a world-class home-grown company that offers sustainable clothing solutions for children at reasonable prices.
Aside from its own webstore, the company has mostly sold through online platforms such as FirstCry, AJIO, Myntra, Amazon, and Tata CLIQ. Retailers such as Lifestyle and Shoppers Stop also carry the brand..
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