According to the latest media reports, retail giant Reliance Brands Limited is set to acquire Bollywood star Alia Bhatt’s Ed-a-Mama for an approximate sum of INR 300-350 crore. Although Reliance is yet to make an official announcement on the same, reports speculate that the deal is to be finalized within the next 7 to 10 days.
Ed-a-Mama is a sustainable kidswear brand that was thoughtfully designed to raise a planet-conscious young generation. It is a D2C-first brand that achieved tremendous growth shortly after its inception in 2020, as its philosophy resonated with a large audience base.
So far, the brand has remained unfunded by external sources but the expected acquisition by Reliance Brands Limited is set to change that status soon. Due to its massive reach and profile within retail, Reliance Brands is rumored to want to grow and strengthen its kidswear category by taking Ed-a-Mama into its umbrella.
Besides its strong reputation in India, Reliance Brands Limited has several international partnerships with leading brands like Burberry, Canali, Coach, Diesel, Dune, Emporio Armani, Steve Madden, Superdry, Scotch & Soda, Tiffany & Co, Versace, Villeroy & Boch and West Elm among others, in its textile vertical. Some of these brands have their largest markets in India.
Based on the history and growth of both companies in question, the acquisition is expected to be mutually beneficial in the long run.
