Reliance Ready To Buy ‘Ed-a-Mamma’

₹300-350 Crore Deal in Talks

Alia Bhatt’s label for children’s apparel, Ed-a-Mamma, is in talks to be purchased by Reliance Brands Ltd. for a price amounting to almost ₹300 to 350 crore. As per reliable reports, the kidswear brand will be acquired by one of the retail branches of Reliance Industries. 

The final talks about the accretion are ongoing between Ed-a-Mamma and Reliance Retail Ventures and it seems that the takeover is likely to occur in the coming few days. 

A revelation by The Economic Times suggests that the agreement will transpire in no more than 7-10 days.  The successful agreement of this deal promises Reliance Brands remarkable growth in its retail sphere. 

A Boom in The Merchandise Realm

Following this acquisition, The merchandise aegis of Reliance Industries will gain a phenomenal monopoly in the kids’ market, owing to the brand value of the line label and its cherished ambassador. 

The deal, going into crores of rupees, is in the last stages of conclusiveness and will open an untapped demand in the market because of the fashion appeal and recognition of both ventures. 

Ambitious Alia on Ed-a-Mamma

The Dear Zindagi actress, having a dialogue with the news agency ‘The Press Trust of India Ltd’ brought to light her views on her brand. The actress disclosed her proclivity to be ambitious and progressing to stay relevant in the market space by adapting to the latest vogue and expanding her range and target audience. 

In the next couple of years, she plans to explore the infant clothing section and add more ‘vertical categories’ to her collection. Bhatt also mentions enhancing her stock in the overall family care space. 

Alia believes that her brand Ed-a-Mamma is a means of storytelling to instil the values of empathy and sensitivity among the kids. This brand name works to nurture the new generation into making the world a better place. 

Ed-a-Mamma: Economical and Eco-friendly!

Opened in 2020 in response to the paucity of affordable and sustainable garment options for children, Ed-a-Mamma provides aesthetic and economic outfits for kids. 

Currently, the brand is in the possession of ‘Eternal Creative and Merchandising’, and it has the illustrious idol of Bollywood, Alia Bhatt, as its Director. Catering to age groups 4-12 years, the label was a great success in the market!

Ed-a-Mamma is predominantly functioning as an online retail brand and has its presence on a number of recognized online platforms like Amazon, AJIO, Myntra, FirstCry and Tata CLIQ.

However, the brand also has its collection sold through a handful of spacious retail firms like Shoppers Stop and Lifestyle.

Expanding and Evolving 

Alia Bhatt, through this enterprise, promises the masses a world-class home-grown brand with an eco-friendly and pocket-friendly possibility in the kids’ apparel range. 

Expanding, enhancing and evolving, the brand stepped into infant wear by launching an attire line for babies this year which includes dresses, night suits, and bodysuits among others.  

Last year, the company explored the domain of maternity wear and introduced its stack to grow its inventory. Soon after that, Alia Bhatt became a mommy to Raha Kapoor in November 2022.

The Remarkable Range of Reliance Ltd.

2007 established, Reliance Brands, is a retailing offshoot of the eminent firm Reliance Ltd, owned by the Ambanis. It brags of selling more than 50 global brands’ supply on the racks of almost 2,000 outlets across the country. Some major names in the list of its collaboration are world-renowned luxury brands like Hamleys, Giorgio Armani, Jimmy Choo, Marks and Spencer, Burberry, Micheal Kors, Bottega, Veneta, Diesel, Bally, Ferragamo, Canali, Dune, GAS, Emporio and so on. 

Alia on the Silver Screen

As of now, Alia Bhatt is keeping busy promoting her forthcoming film Rocky Aur Rani Ki Prem Kahani which has her starring alongside Ranveer Singh. The Gully Boy duo’s movie, directed by Karan Johar will hit the cinemas on 28th July 2024. 

Alia will also be entering the Hollywood Industry with her debut film Heart of Stone. Her name features next to those of  Gal Gadot and Jamie Dornan in the credits.