Reliance Brands Ltd is in talks to fully acquire actress Alia Bhatt’s children wear brand Ed-a-Mamma for ₹300-350 crore, two industry executives said. Reliance Brands is a subsidiary of Reliance Retail Ventures, the conglomerate’s retail business holding company.
Ed-a-Mamma is an over ₹150-crore brand, according to media reports, and is primarily sold online. It is expected to strengthen the Reliance children’s wear portfolio. The country’s largest retailer currently operates mainly through value fashion chain Trends as well as Mothercare, for which it has the India rights.
Reliance and Eternalia Creative and Merchandising, the entity behind Ed-a-Mamma, didn’t respond to queries. Bhatt is a director at Eternalia, according to filings with the Registrar of Companies.
“Talks between Reliance and Ed-a-Mamma are in the final stages and (an agreement is) likely to be signed in the next seven to 10 days,” said an industry executive aware of the deal. “It will give Reliance a greater toehold in the kidswear market.”
Ed-a-mamma was started in 2020 and later extended to the teenage and maternity wear segments. Apart from ecommerce platforms such as Myntra, Ajio, FirstCry, Amazon and Tata CliQ, the brand is sold through its own webstore and retail chains such as Lifestyle and Shoppers Stop. It operates as a conscious clothing brand, that is, the products are environment-friendly.
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How Alia Bhatt’s idea became Rs 150 cr brand in just a year
Ed-a-mamma
Actress Alia Bhatt Ed-a-mamma, a sustainable clothing line for children become a huge success as its revenues grew ten times in less than a year of its launch. Currently, the company is estimated to have a valuation of Rs 150 crore.
Idea behind the brand
Alia describes that during her pregnancy she faced problems finding trendy clothes in India. So, she launched Ed-a-Mamma which combines two things she deeply cares about: the planet and children. Hence, she decided to create a world that nurtures children by telling their stories
D2C business model
Ed-a-Mamma is for children in the age group of 2-14 years and has been operating on an exclusively D2C business model since its launch in October last year. From 150 styles earlier, the portfolio now has over 800 options live on its website. Ranked as one of the top three brands on Myntra in the kidswear category within three months of launch on the platform, Ed-a-Mamma has also been distributed in the top six digital marketplaces and retailers on the brand’s own website.
Alia Bhatt after Ed-a-mamma success
Bhatt said she is still learning about the business but really proud of the company for what it achieved in a year, it’s almost unreal. “What started out as a small dream is now on its way to becoming a 150cr business. I am absolutely thrilled with our new launches – all credit to my formidable team. Our next focus is to ramp up production and bring our consumers a bigger, even better spring-summer collection next year,” Bhatt commented.
Alia Bhatt’s net worth
Her net worth is said to be Rs 299 crore. According to Forbes, she earned Rs 39.88 crore in 2017; in 2018, she earned Rs 58.83 crore; in 2019, she earned Rs 59.21 crore. She reportedly takes Rs 20 crore per role. Alia Bhatt has also invested in Phool.co. She has also invested in NYKAA and StyleCracker. As a child, she used to earn Rs 500 for applying cream on the foot of her father Mahesh Bhat. She reportedly has two houses. Alia Bhatt has many cars, including BMW 7 Series, Audi A6, Audi Q7, and Range Rover Vogue — which costs Rs 3 crore.
Reliance Brands is the group’s retail venture that partners with independent fashion brands in segments such as luxury, bridge-to-luxury, high premium and high street lifestyle such as Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and Jimmy Choo, among others.
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