Alia Bhatt launched a clothing brand called Ed-a-Mamma in 2020. It started as a label that specialises in providing sustainable clothing options for children at affordable rates. However, in 2022, when Alia was expecting her first child, she introduced a special maternity collection for to-be mums. Now, according to the latest reports, Reliance Brands Ltd, which is a part of Reliance Industries’ retail arm Reliance Retail Ventures, is in talks to acquire Ed-a-Mamma for around Rs. 300-350 crores.
As per a leading daily's report, an agreement between Reliance Brands Ltd and Ed-a-Mamma is likely to be signed in the next few days. Reportedly, the deal will give Reliance greater leverage in the kidswear market. An official announcement from the concerned members is awaited.
Reliance Brands Ltd brought international brands like Valentino, Balenciaga and Tory Burch to India. It has also partnered with labels like Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks and Spencer, and Micheal Kors, Vale.
(Source: Economic Times)
