Reliance Brands to acquire Ed-a-Mamma, a kids’ clothing line owned by Alia Bhatt

Reliance Brands, run by Mukesh and Isha Ambani and a division of Reliance Retail Ventures, is in the process of acquiring Alia Bhatt-owned children’s clothing line Ed-a-Mamma.

According to a report by The Economic Times, the Ambanis’ Reliance Brands is planning to purchase Alia Bhatt’s brand for around INR 300 to 350 crore. The company currently stands at INR 150 cr valuation.

Bhatt’s transition from being a top name in Bollywood to becoming a businesswoman was also highly supported by fans. Alia Bhatt frequently gives clothes to the kids of her coworkers.

Alia Bhatt’s brand serves children of 4 to 12 years of age. Besides this, the company has also introduced a line for babies.

As per various reports, the acquisition of Ed-a-Mamma will strengthen Reliance Brands’ position in the children’s clothing market. The agreement between Reliance Brands and Ed-a-Mamma is in the final stages.

In August 2022, Mukesh Ambani appointed Isha Ambani as the new CEO of Reliance Retail. The company’s turnover at the time was INR 2 lakh crore. Reliance Retail is currently valued at about INR 9,18,000 crore, and these acquisitions will aid in the brand’s rapid expansion.

Alia Bhatt will soon appear in Rocky Aur Rani Kii Prem Kahaani by Karan Johar. Ranveer Singh and other well-known actors play important roles in the film as well.

Last year, Alia Bhatt invested in D2C startup Phool.co, a startup that converts waste into charcoal-free luxury incense and other wellness products.

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