Reliance Brands Ltd, a part of Reliance Industries’ retail arm Reliance Retail Ventures, has initiated talks to acquire Alia Bhatt’s kidswear brand Ed-a-Manna for around 300-350 crores. The talks have reached the final stages and the final draft will be signed in the next 10 days.

The company was incorporated in 2019 and Alia Bhatt is a director. This is an online brand for kidswear and this would strengthen Reliance brands’ hold in this segment as well. Ed-a-Manna is currently selling on Myntra, Amazon, Ajio and other sites apart from its webstore. The brand is also selling via retail stores like Lifestyle and Shoppers Stop.

The brand caters to kids between age 4 to 12. This year, they have branched into clothes for infants too. Last year, Alia had shared her plans for the company stating, “I would like to expand more into the infant segment. I would like to even add more vertical categories in and around the space of family care. Also, the brand is more about storytelling to help children understand the planet better and make them more sensitive about the same.”

This brand has its primary focus on kids and our planet. It has a wide range of high quality garments for kids that are sustainable and affordable.

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