Reliance Brands plans to acquire Alia Bhatt’s Ed-A-Mamma

Retail giant Reliance Brands plans to acquire Bollywood celebrity Alia Bhatt’s children’s wear brand Ed-A-Mamma to bolster its sustainable children’s apparel offering. The businesses are in the final stages of talks to secure the deal. 

The deal between Reliance Brands and Ed-A-Mamma is estimated to be worth Rs 300 crore, industry sources told the Press Trust of India. Acquiring Ed-A-Mamma would further add to Reliance Brands’ children’s wear portfolio which the business has been expanding to tap into the growing demand across India for branded infant wear. The brand is also positioned in the sustainable segment, another fast-growing product category in the Indian apparel market. 
 
Alia Bhatt launched Ed-A-Mamma as a self-funded startup after the company was incorporated in 2019. The brand launched its first collection in 2020 and is currently owned by Eternalia Creative and Merchandising, of which Bhatt is a director. 

Ed-A-Mamma first catered to children from two to 14 years old and has recently stepped into womenswear to offer mothers a chance to shop for themselves while shopping for their children. The brand describes itself as a sustainable label and uses natural fibres for its clothing. The brand also uses leftover fabric to make accessories such as hair ties to reduce fabric waste.