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Alia Bhatt's Ed-a-Mamma Children Wear Brand to be Acquired by Reliance Brands Ltd for Rs 300-350 Crore
Alia Bhatt's kidswear company Ed-a-Mamma is apparently being acquired by Reliance Brands Ltd, a division of Reliance Retail Ventures under Reliance Industries. According to recent reports, the transaction, which is believed to cost between 300 and 350 crore, is anticipated to be finished within the next few days.
Reliance wants to increase its market share in the children's clothing industry, hence Ed-a-Mamma has been added to its portfolio. At the moment, Reliance Brands owns the Indian rights to Mothercare and the value fashion chain Trends. The brand Ed-a-Mamma, which generates over Rs 150 crore in annual revenue, mostly sells online but also through significant retail chains. At Eternalia, the organisation that owns Ed-a-Mamma, Alia Bhatt holds the position of director.
Established in 2020, Ed-a-Mamma specializes in offering sustainable and affordable clothing options for children. The brand has gained popularity through its online presence and expanded its offerings last year to include maternity wear. Alia Bhatt, who is also the brand's director, gave birth to her first child, Raha Kapoor, in November 2022.
The Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and Jimmy Choo are just a few of the high-end and luxury fashion labels that collaborate with Reliance Brands, a retail arm of the Reliance Group. The business has been working hard to increase its market share in India's online retail industry. Reliance Retail is apparently in talks to reinstate Shein, a Chinese fast fashion company that was banned in India in 2020 owing to border tensions, in keeping with this plan. Shein's return is said to have received approval from Reliance from the Indian government, although it is anticipated that the agreement's terms require the company to produce its goods in India.
Alia Bhatt has been busy in the interim promoting her upcoming movie "Rocky Aur Rani Kii Prem Kahaani." On July 28, 2023, Karan Johar will release the film, which reunites her with "Gully Boy" co-star Ranveer Singh.
Reliance Brands' possible acquisition of Ed-a-Mamma shows how committed the company is to growing its retail presence and diversifying its product lines in the children's clothing market. Ed-a-Mamma is in line with shifting customer expectations because to its emphasis on cost and sustainability. The agreement is anticipated to further solidify Reliance's position in the retail sector and open up new chances for Ed-a-Mamma under the Reliance brand.
- PTC PUNJABI
