Shagun Roy, Pune
In 2020, Alia Bhatt embarked on her entrepreneurial journey by launching Ed-a-Mamma, a brand focusing on children’s clothing. Last year, during her own pregnancy, the actress expanded the brand to include a maternity line as well. Within a remarkably brief period of time, Alia has achieved phenomenal success in building her business. The brand is available through various e-commerce platforms such as Myntra, Ajio, FirstCry, Amazon, and Tata CliQ, as well as its own web store and retail chains like Lifestyle and Shoppers Stop. It positions itself as a conscious clothing brand, emphasizing environmentally friendly products.
Reliance Brands Ltd is currently in negotiations for a complete acquisition of actress Alia Bhatt’s children’s clothing brand, Ed-a-Mamma, for an estimated sum of ₹300-350 crore, as stated by the industry executives. Reliance Brands is a subsidiary of Reliance Retail Ventures, which is the retail business holding company of the conglomerate.
According to media reports, Ed-a-Mamma is a brand valued at over ₹150 crore and primarily operates online, shipping all over the world. This acquisition is anticipated to bolster Reliance’s children’s clothing portfolio. Currently, they operate mainly through the value fashion chain Trends and hold the India rights for Mothercare.
Both Reliance and Eternalia Creative and Merchandising, the entity behind Ed-a-Mamma, have not responded to queries regarding the acquisition. Alia Bhatt is listed as one of the directors at Eternalia, which was stated according to rumors from the Registrar of Companies.
Reliance Brands specializes in partnering with independent fashion brands across different segments, including luxury, bridge-to-luxury, high premium, and high street lifestyle. Some notable brands in their portfolio include Armani Exchange, Bally, Canali, Diesel, Hugo Boss, gas, Hamleys, and others.