Reliance Brands in Talks To Acquire Alia Bhatt Co-founded Ed-a-Mamma

Reliance Brands, a retail company and a subsidiary of Reliance Industries, is reportedly in talks to acquire actress Alia Bhatt co-founded sustainable kid's wear brand Ed-a- Mamma for about Rs 300 crore to Rs 350 crore.

Launched in October 2020, Ed-a-Mamma offers kids wear for girls & boys aged between 2-14 years, that are made of natural fabrics and are biodegradable.

The acquisition is expected to strengthen Reliance's children's wear portfolio and give it a greater toehold in the kidswear market. The eco- friendly brand operates primarily online but is also sold through retail chains such as Shoppers Stop and Lifestyle.

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

Touted as a completely vegan compliant brand, Ed-a-Mamma has earn certifications like — SEDEX (global certification for ethical trade), Green Denim Certifications through Zero Liquid Discharge (ZLD certification), organic clothing through GOTS (Global Organic Textile Standard) certification.

In an another development, Reliance Retail, along with Jindal and GBTL have submitted offers to acquire bankrupt Future Enterprises, according to disclosures made by the company to the stock exchange. The National Company Law Tribunal admitted Kishore Biyani's Future Enterprises for corporate insolvency on February 27.