Reliance Brands, a subsidiary of Reliance Retail to acquire Ed-a-Mamma, a children’s wear brand owned by Bollywood actress Alia Bhatt. Reliance will add Ed-a-Mamma to its portfolio of children’s wear brands, with the deal estimated to value at INR 300-350 crore.

Final Stages of the Deal

According to industry executives cited by ET, the acquisition of Ed-a-Mamma by Reliance Retail is in its final stages. Ed-a-Mamma and Alia Bhatt are expected to sign the necessary paperwork within the next 10 days. The company sees this deal as an opportunity to establish a stronger foothold in the kidswear market.

Overview of Ed-a-Mamma and its Operations

Ed-a-Mamma, founded in 2020, specializes in the manufacturing and sale of children’s wear, teens’ wear, and maternity wear. The brand operates through an omnichannel model, selling its products both online and through offline retail chains such as Lifestyle and Shoppers’ Stop. With the acquisition, Ed-a-Mamma expects to gain access to Reliance’s Trends stores, thereby strengthening its offline presence.

Reliance Retail’s Expanding Online Retail Presence

The acquisition of Ed-a-Mamma is part of Reliance Retail’s efforts to increase its market share in the online retail segment. Earlier this year, The company entered into an agreement with Chinese fast fashion brand Shein to bring it back to India, following its ban in 2020 due to border tensions with China. The company secured approval from the Indian government and entered into a deal for Shein to manufacture its products in India.

Reliance Retail Strengthening Online and Offline Presence

Reliance Retail has been actively expanding its online presence by launching Tira, an online beauty and personal care brand, to compete with existing startups such as Nykaa. Additionally, It opened its flagship Tira store in Mumbai in May 2023. Through acquisitions and brand launches, conglomerates like Reliance and Tata are seeking to strengthen their online presence. Also providing opportunities for these well-known brands to expand through an omnichannel model, encompassing both online and offline retail channels.

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