WHAT! Alia Bhatt's Ed-a-Mamma Child Wear Brand Acquired By Reliance Brands For A Whopping Sum Of Rs 300-350 Crore (Details Inside)

According to reports, Reliance Brands, a division of Reliance Retail Ventures, is in advanced negotiations to purchase Alia Bhatt's Ed-a-Mamma, a company that makes children's clothing. Industry executives with knowledge of the situation said that the acquisition, which could cost between Rs 300 crore and Rs 350 crore, is anticipated to be finalised within the next 7 to 10 days.

(Also Read: Alia Bhatt Sells Her Brand Ed-A-Mumma To Isha, Mukesh Ambani For ‘THIS’ Whopping Price (Details Inside))

The goal of Reliance's investment in Ed-a-Mamma is to expand its line of children's clothing. In 2020, Alia Bhatt founded Ed-a-Mamma to fill a market need for a local company that provides reasonably priced sustainable clothing solutions for kids.

The main online channels through which Ed-a-Mamma conducts business are FirstCry, AJIO, Myntra, Amazon, Tata CLIQ, and its own website. In addition, retail chains including Lifestyle and Shoppers Stop sell the brand's goods. Ed-a-Mamma, which initially catered to kids between the ages of 4 and 12, increased its selection earlier this year to include a clothing line for newborns, which includes outfits for girls, sleepwear and bodysuits among other things.

Alia Bhatt discussed her goals for Ed-a-Mamma in an interview with PTI from last year, saying she wanted to further expand into the infant category and create new vertical categories pertaining to family care. She emphasised that storytelling is at the heart of her company's basic beliefs, which aim to broaden children's perspectives on the world and cultivate an awareness of environmental concerns.

(Also Read: Kya Baat Hai! Alia Bhatt's Gucci Tote Bag Is Worth For ‘THIS’ Staggering Amount! (Watch Video))

Currently, Reliance Brands has alliances with numerous well-known international companies in the luxury, bridge-to-luxury, high premium, and high street lifestyle categories. Armani Exchange, Burberry, Bally, Bottega Veneta, Canali, Diesel, Dune, Hamleys, Emporio Armani, Ferragamo, GAS, Giorgio Armani, Jimmy Choo, Kate Spade, Marks & Spencer, and Michael Kors are just a few of the well-known brands in its inventory.