Reliance Brands To Acquire Alia Bhatt's Kidswear Brand Ed-A-Mamma For Rs. 300-350 Cr: Report
Alia Bhatt is the director of Ed-a-Mamma, a kids wear brand known for providing sustainable clothing options for children at affordable prices.
New Delhi: Alia Bhatt has made quite a mark by opting a different entrepreneurial passion. The actor is a director of Ed-a-Mamma, a kidswear brand known for providing sustainable clothing options for children at affordable prices. As per latest reports, Reliance Brands Ltd, part of Reliance Industries’ retail arm Reliance Retail Ventures, is in talks to buy Alia's kidswear brand for around Rs. 300-350 crores.
As per a new report by The Economic Times, which cited industry executives aware of the matter; an agreement between Reliance Brands Ltd and Ed-a-Mamma is likely to be signed in the next seven to 10 days. The deal is likely to give Reliance greater leverage in the kidswear market, the executives added. As per the same report, the cost of the deal is estimated to be around Rs. 300-350 crores.
About Ed-a-Mamma
Ed-a-Mamma is owned by Eternalia Creative and Merchandising. Alia Bhatt is the director of the brand which started in 2020. The kidswear brand is known for sustainable clothing options for children which are sold at affordable rates. Primarily operating in the online mode, Ed-a-Mamma also sells its stuff through big retail chains. Last year, during Alia Bhatt's pregnancy, the brand also extended its product line to include maternity wear.
Earlier in an interview with news agency PTI, Alia had shared her plans for Ed-a-Mamma for the next 2-3 years. She shared, "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."
Meanwhile, on the work front, Alia is awaiting the release of her upcoming film 'Rocky Aur Rani Kii Prem Kahaani'. Alia will be reuniting with her 'Gully Boy' co-star Ranveer Singh for the Karan Johar directorial, which will be released in theatres on July 28, 2023.
Alia Bhatt also has 'Heart of Stone', her Hollywood debut alongside Gal Gadot and Jamie Dornan.
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