According to media sources, Reliance Brands, a division of Reliance Retail Ventures Limited (RRVL), intends to purchase Ed-a-Mamma, a children’s clothing line marketed by Bollywood actress Alia Bhatt, for between Rs 300 and Rs 350 crore.
According to media sources, negotiations between Reliance Brands and the kidswear company, which primarily sells online, are nearing their conclusion. The projected value of the purchase is around Rs 300 crore.
Reliance’s children’s apparel portfolio, which is expanding quickly in the nation and already comprises Trends and Indian rights to Mothercare, would be strengthened by the transaction.
Eternalia Creative and Merchandising, where Alia Bhatt serves as a director, is the owner of the Ed-a-Mamma brand. The brand, which has annual sales of over Rs 150 crore and sells largely online, was established in 2019.
The agreement between Reliance and Ed-a-Mamma will be signed within the next seven to ten days, the Economic Times reported.
By the time the report was filed, Reliance Brands had not responded to an email.
Since its founding in 2007, Reliance Brands has partnered with more than 50 foreign companies and runs more than 2,000 outlets in India.
It has a portfolio of brand partnerships which includes AK-OK, Armani Exchange, Bally, Bottega Veneta, Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Ermenegildo Zegna, Gas, Giorgio Armani, Hamleys, Hugo Boss, Jimmy Choo, Michael Kors, Mothercare, Muji, Paul & Shark, Paul Smith, Pottery Barn, Ritu Kumar, Salvatore Ferragamo, Satya Paul, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co, Versace, Villeroy & Boch and West
RRVL is the holding company for Reliance Industries Limited, which is run by billionaire Mukesh Ambani.
