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Reliance set to acquire Alia Bhatt’s brand Ed-a-Mamma


Reliance Brands, a part of Reliance Retail Ventures, is set to acquire Alia Bhatt’s kidswear brand  Ed-a-Mamma at a valuation of around Rs 300-350 crore, according to an ET report.

Founded in 2020, Ed-a-Mamma offers clothing for both boys and girls aged between 2-14 years. The company sells its products through its own website and other e-commerce platforms such as Myntra, AJIO, Amazon, Flipkart, and others.

According to the report, the talks are in the final stages and an agreement is likely to be signed in the next seven to 10 days.

Having a rich experience in its own clothing brand Reliance Trends and with vast investments in other fashion brands like Armani Exchange, Burberry, Diesel, Gas, and Jimmy Choo among others, this looks more likely a strategic acquisition.

While Ed-a-Mamma is yet to file its financial result for FY23, the company scaled 4.3X to Rs 16.2 crore during FY22. However it posted a loss of Rs 6.6 crore in the same period.

Reliance, through its subsidiaries, has invested more than $5.6 billion across sectors in India, according to a Morgan Stanley report. Glance, Dunzo, Fynd, Haptik, Embibe, Addverb Technologies, and Saavn among others are some of its notable bets in the Indian startup ecosystem. 

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