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.
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