Reliance Brands, a division of Reliance Retail Ventures, is in the final stages of purchasing Ed-a-Mamma. It is a children’s clothing line endorsed by Bollywood star Alia Bhatt, according to reports. The acquisition, expected to cost between Rs 300 and 350 crore, will strengthen Reliance Brands’ market share in the kidswear industry. And broaden its portfolio of branded clothing.
Ed-a-Mamma
Alia Bhatt, a director at the parent company Eternalia Creative and Merchandising, established Ed-a-Mamma in 2020. With the aim of providing children with affordable and sustainable clothing options. The brand primarily operates online. It has also formed partnerships with retail stores such as Shoppers Stop and Lifestyle. Ed-a-Mamma represents Bhatt’s vision of a domestic brand that combines premium quality with a strong focus on environmentally friendly practices.
In addition to its own website, the company has been selling mostly through online marketplaces like FirstCry, AJIO, Myntra, Amazon, and Tata CLIQ. Retail chains including Lifestyle and Shoppers Stop also carry the brand.
The company began with children’s clothing aimed at youth between the ages of 4 and 12. It also debuted a range of infant clothes earlier this year that included outfits for girls, sleepwear, and bodysuits, among other items.
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Reliance Brands and Ed-a-Mamma Agreement
As per business experts familiar with the matter, the negotiations between Reliance Brands and Ed-a-Mamma are expected to reach a settlement within the next 7 to 10 days. If the deal is finalized, Reliance Brands will significantly enhance its position in the kidswear industry. Allowing it to capitalize on the sustainable clothing options offered by Ed-a-Mamma.
In her plans for Ed-a-Mamma, Alia Bhatt aims to expand the brand. With a particular focus on the infant segment, while also introducing additional vertical categories related to family care. By incorporating storytelling into their approach, Ed-a-Mamma seeks to educate children about the environment and foster a sense of responsibility.
Reliance Brands has established partnerships with numerous international brands across various lifestyle segments, including luxury, bridge-to-luxury, high premium, and high street. The brand portfolio encompasses renowned names such as Armani Exchange, Burberry, Bally, Bottega Veneta, Diesel, Hamleys, Giorgio Armani, Jimmy Choo, Marks & Spencer, and Michael Kors, among others.
Reliance Retail Ventures’ Growth Strategy
The parent company of Reliance Brands, Reliance Retail Ventures, has been actively growing its retail business. In order to increase its position in the Indian retail industry. The possible acquisition of Ed-a-Mamma is consistent with Reliance’s objective to extend its product line and capitalize on the expanding market for environmentally friendly and sustainable goods.
As negotiations between Reliance Brands and Ed-a-Mamma come to a close, the deal has the potential to not only strengthen Reliance’s position in the children’s clothing industry but also to support the expansion of environmentally friendly and reasonably priced children’s clothing options in India.
