Reliance Retail, the retail arm of Reliance Industries, is reportedly on the verge of acquiring Bollywood actress Alia Bhatt’s renowned children’s wear brand, Ed-a-Mamma, in a deal estimated to be worth INR 300-350 Cr. The acquisition comes as part of Reliance’s strategic efforts to strengthen its presence in the online retail market.
According to sources familiar with the matter, the deal is currently in its final stages, with both parties expected to finalize the agreement within the next 10 days. Ed-a-Mamma, founded in 2020, has quickly made a name for itself in the children’s wear segment and has a valuation of INR 150 Cr. The brand predominantly operates online, catering to a wide audience of parents looking for stylish and comfortable clothing options for their children.
Following the successful acquisition of Mothercare, Ed-a-Mamma will be the latest addition to Reliance’s growing children’s wear portfolio. Industry experts believe that the inclusion of Ed-a-Mamma will provide Reliance with a stronger foothold in the kidswear market, allowing the conglomerate to tap into the brand’s popularity and expand its offerings in this segment.
Ed-a-Mamma is not limited to children’s wear; the brand also manufactures and sells teens’ wear and maternity wear, catering to various demographics within the fashion-conscious audience. Their omnichannel business model, encompassing both e-commerce platforms and offline retail chains such as Lifestyle and Shoppers’ Stop, has been instrumental in driving the brand’s success.
With the acquisition, Ed-a-Mamma is expected to gain access to Reliance’s extensive retail network, including the popular Trends stores, thereby further boosting its presence in offline markets.
The move is in line with Reliance Retail’s broader strategy to bolster its position in the highly competitive online retail landscape in India. Earlier this year, the conglomerate struck a deal with Chinese fast fashion brand Shein, enabling the brand’s re-entry into India after facing a ban in 2020 due to geopolitical tensions.
Reliance Retail’s agreement with Shein involves local manufacturing of its products in India, a move that garnered approval from the Indian government and showcases Reliance’s commitment to promoting domestic manufacturing and contributing to the “Make in India” initiative.
Moreover, Reliance Retail ventured into the beauty and personal care segment with the launch of Tira, an online brand competing with various startups, including Nykaa. The company inaugurated its flagship Tira store in Mumbai earlier this year, showcasing its determination to capture a significant market share in this domain.
The acquisition of Ed-a-Mamma and the successful partnership with Shein are just some of the latest endeavors by Reliance Retail to consolidate its position as one of India’s largest conglomerates, focused on expanding its online and offline presence through an omnichannel approach.
With this strategic acquisition, Reliance Retail is set to strengthen its hold on the children’s wear market, while Ed-a-Mamma is poised to reach new heights under the guidance of the conglomerate. As the deal nears its finalization, industry enthusiasts eagerly await the formal announcement that could reshape the landscape of India’s retail industry.
