Reliance Brands is reportedly nearing a full buyout of Ed-a-Mamma, actress Alia Bhatt’s children’s wear brand, for an estimated ₹300-350 crore.

What Happened? The talks between Reliance Brands, a subsidiary of Reliance Retail Ventures, and Eternalia Creative and Merchandising, the entity behind Ed-a-Mamma, are in the final stages, with an agreement expected to be signed in the next seven to 10 days, industry sources told the Economic Times.

Ed-a-Mamma, which is valued at over ₹150 crore, primarily operates as an online brand and is known for its conscious and environment-friendly clothing. The acquisition would bolster Reliance’s children’s wear portfolio and provide a stronger presence in the kidswear market.

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The brand, founded in 2020, expanded its offerings to include teenage and maternity wear. Ed-a-Mamma products are available on various e-commerce platforms like Myntra, Ajio, FirstCry, Amazon, and Tata CliQ, as well as its own webstore and retail chains such as Lifestyle and Shoppers Stop.

Reliance Brands’ diverse retail portfolio has partnered with independent fashion brands in luxury, bridge-to-luxury, high premium, and high street lifestyle segments. Its brand roster includes renowned names like Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys, and Jimmy Choo, among others.

Reliance Retail also reportedly plans to reintroduce Chinese fashion giant Shein to the Indian market through a strategic partnership, more than two years after the Indian government banned the Shein app. However, the fast-fashion company’s return reportedly comes with strict conditions.

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