Reliance Brands, a subsidiary of Reliance Retail Ventures Ltd (RRVL), is poised to purchase Ed-a-Mamma, a popular kidswear brand endorsed by Bollywood actress Alia Bhatt, as per insider information. The renowned retailer is nearing the final stages of negotiations with the online-focused kidswear retailer. The estimated value of the deal is around ₹300 crore.
This acquisition is expected to bolster Reliance Brands’ presence in the thriving branded kidswear market, which is experiencing rapid growth in India. Alia Bhatt serves as a director for Eternalia Creative and Merchandising, the parent company of Ed-a-Mamma, which specializes in offering sustainable clothing options for children at affordable prices. Established in 2019, the brand has garnered significant attention.
Reliance Brands, founded in 2007, has cultivated partnerships with over 50 international brands and operates a network of more than 2,000 stores throughout India. Some notable brand associations include 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 Elm.
Reliance Industries Ltd, led by billionaire Mukesh Ambani, owns RRVL, which serves as the holding company for the retail operations. An email inquiry sent to Reliance Brands remained unanswered at the time of reporting.
