Reliance Brands, a subsidiary of Reliance Retail Ventures, is reportedly in talks to buy Bollywood actress Alia Bhatt's childwear brand Ed-a-Mamma for ₹300-₹350 crore. The negotiations are in final stages and an agreement is likely in the next 7 to 10 days, Economic Times reported. Started by Alia in 2020, Ed-a-Mamma is sold through e-commerce platforms and retail stores.