Reliance Brands Set to Acquire Alia Bhatt’s Ed-a-Mamma Kidswear Brand

Mumbai: Reliance Brands, a subsidiary of Reliance Retail Ventures Ltd (RRVL), is set to acquire Ed-a-Mamma, a sustainable and affordable kidswear brand associated with Bollywood actress Alia Bhatt. The deal, estimated to be worth around ₹300 crore, is in the final stages of negotiation.

This strategic move by Reliance Brands aims to strengthen its presence in the rapidly growing branded kidswear market in India. Ed-a-Mamma, owned by Eternalia Creative and Merchandising, specializes in offering eco-friendly clothing options for children and was established in 2019.

Reliance Brands, established in 2007, has become a key player in the retail sector with over 2,000 stores operating across India. The company boasts collaborations with more than 50 renowned international brands, including Armani Exchange, Burberry, Coach, Diesel, Emporio Armani, Hugo Boss, Jimmy Choo, Michael Kors, Paul Smith, Salvatore Ferragamo, and Versace, among others.

The acquisition of Ed-a-Mamma will further diversify Reliance Brands’ offerings and solidify its position in the kidswear segment. This move aligns with Reliance Industries Ltd’s retail expansion strategy, led by Mukesh Ambani, the billionaire chairman of the company.