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Alia Bhatt’s Kids Clothing Brand, Ed-A-Mamma To Be Acquired By Reliance For Rs. 300-350 Crores


Alia Bhatt's Kids Clothing Brand, Ed-A-Mamma To Be Acquired By Reliance For Rs. 300-350 Crores

Alia Bhatt is one of the leading ladies of Bollywood, who has acquired a lot of name and fame in a very short span of her career. Alia is not just an actress but also an entrepreneur, who launched a clothing line called Ed-a-Mamma in 2020. Alia’s brand focuses on making stylish yet sustainable apparel.

Alia Bhatt’s clothing brand, Ed-a-Mamma to be acquired by Reliance

And now, as per the latest reports, Alia Bhatt’s clothing brand, Ed-a-Mamma is all set to be acquired by Reliance Brands, a subsidiary of Reliance Retail. The reports further claimed that Reliance is planning to acquire Alia’s brand in a deal worth Rs. 300-350 crores. The brand started with kids’ wear between the age group of 4 to 12 years and later introduced maternity wears too.

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The brand, Ed-a-Mamma, which is valued at Rs. 150 crores, has been largely selling through online platforms like FirstCry, AJIO, Myntra and Amazon. The apparel of the brand are also sold through retail chains like Lifestyle and Shoppers Stop. With the deal, Ed-a-Mamma will also be available in Reliance Trends stores. The acquisition of the brand is in its final stages, and as per the reports, Alia would sign the papers in the next 10 days.


When Alia Bhatt spoke about her brand and its expansion

Alia is passionate about environmental protection, and her brand is centred around the same. In 2021, Alia spoke about her clothing brand, Ed-a Mamma and shared her plans for the next 2-3 years. In a conversation with PTI, the actress stated:

“I would like to expand more into the infant segment. I would like to even add more vertical categories in and around the space of family care.”

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Earlier this year, it was reported that Reliance had an agreement with the popular Chinese brand, Shein and had thoughts on bringing the brand back to India. The brand was banned in India in 2020 over India’s tensions with China. Reliance Retail also launched an online beauty and personal care brand, Tira.


Currently, Reliance has partnered with several international brands such as Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks & Spencer, and Micheal Kors among others.


Well, we are eagerly waiting to get more details about Reliance’s acquisition of Alia’s clothing brand.

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