Good Glamm Group, South Asia’s largest content-to-commerce conglomerate, has acquired MissMalini Entertainment, India’s largest celebrity media and influencer talent management network. A first of its kind acquisition of a personality-driven company by a content-to-commerce conglomerate, this strategic move will offer Good Glamm Group unprecedented access to a robust network of influencers, celebrities, and market know-how strongly enhancing its unique content-to-commerce play in the country.
Following this acquisition, Mumbai-based MissMalini Entertainment will continue to function independently while bringing its expertise to the Good Glamm Group. MissMalini Founder Malini Agarwal and Co-Founders Nowshad Rizwanullah (also CEO) and Mike Melli (also CRO) will continue to lead the company. They will work closely with Good Glamm Group Founder and CEO Darpan Sanghvi, and Co-Founders Priyanka Gill and Naiyya Saggi.
The Good Glamm Group‘s commerce and content stack coupled with MissMalini‘s celebrity, influencer, and content strengths will further turbocharge the group’s D2C capabilities. With this acquisition, the Good Glamm Group now boasts a bouquet of India’s largest digital media brands including POPxo, ScoopWhoop, BabyChakra, and now MissMalini Entertainment. The Good Glamm Group‘s media division now generates over 3.5 billion monthly impressions and has over 150 million unique users placing the Group‘s digital reach amongst the largest for any e-commerce or digital media company in India.
The Good Glamm Group‘s large user base and reach, proven digital and go-to-market omnichannel capabilities, combined with its capacity to derive data-driven customer forward insights, will help all of its group brands to successfully create, launch, and market products in the beauty, skincare, personal care, male grooming, and parenting categories.
Darpan Sanghvi, Group Founder & CEO, Good Glamm Group said,
We have admired MissMalini over the years. They were the first movers in the Influencer space, are the leading digital voice on Bollywood and the Girl Tribe is turning into a highly engaged and relevant community. We see all these elements and expertise as highly valuable pieces in the ambitious content to commerce disruption we are creating in India. Super excited to begin this journey with MissMalini and support their vision and growth.
Malini Agarwal, Founder of MissMalini Entertainment said,
This is an incredibly exciting new chapter for MissMalini Entertainment. Becoming part of Good Glamm Group will be hugely beneficial for both parties, whether in terms of our massive combined industry footprint or opening up new avenues for growth in this digital first world. Both The Good Glamm Group and MissMalini share strong brand synergies, common values and a joint vision to transform India’s burgeoning social commerce industry, leveraging first mover advantages to create exciting new opportunities across the country’s creator economy. While I will continue to spearhead MissMalini’s creative operations, I am super excited to launch new initiatives in the future with G3 Co-Founders Darpan, Priyanka and Naiyya, and all the other fabulous companies that are joining the group. These are incredibly talented entrepreneurs and I’m honored to join such a fabulous crew!
Priyanka Gill, Co-Founder of Good Glamm Group said,
Malini and I both started our own digital content ventures nearly a decade ago, and today as we welcome MissMalini to the Good Glamm Group, we have come full circle. We are passionate believers in the might of digital content and MissMalini’s reach into the celebrity and influencer landscape will open up exciting avenues for the Good Glamm Group. I look forward to working with the MissMalini team to build out our collective vision.
Naiyya Saggi, Co-Founder of Good Glamm Group said,
We are so excited to welcome Malini, Nowshad and the fantastic team at MissMalini to The Good Glamm Group. Malini is synonymous with Bollywood, the Influencer economy and now with The Girl Tribe, highly engaged communities for women. These are all critical pieces for us as a group with clear synergies across each of our brands. This also marks yet another milestone for us as a group of partnering with audacious, bold entrepreneurs who create categories. We look forward to growing from strength to strength with this special partnership.
Nowshad Rizwanullah, Co-Founder & CEO of MissMalini Entertainment said,
Our relationship with Darpan stretches back several years, thanks to our shared passion for content and creator-powered commerce. While our early discussions focused on our two companies, it became immediately clear that combining Good Glamm Group’s proven commerce expertise with our decade of experience in celebrity and influencer media would create exciting and unique new business opportunities, not only for our own brands but also our valued B2B clients at large. MissMalini’s B2B practice has been at the forefront of the influencer marketing surge over the last two years, and now our clients will have a distinct advantage in navigating the creator/influencer ecosystem at scale. This deal comes at a time when the market has been transformed from individual transactions to long-term IP creation and we are thrilled to set foot on this next journey with Good Glamm Group.
With this acquisition, Good Glamm Group welcomes MissMalini’s five business divisions that include MissMalini Media (multi-format original content and marketing), Girl Tribe by MissMalini (women’s community platform), Ignite Edge (celebrity and talent management), Agent M Creative (creative agency) and MM Studios (video production house). These digital assets reach over 60M people a month. Offering a significant market advantage, brands under The Good Glamm Group umbrella will now be able to tactically leverage MissMalini’s capabilities across talent management, influencer marketing, community engagement, and content production to further their social commerce capabilities.
About Good Glamm Group
Established in September 2021, Good Glamm Group is South Asia’s largest content-to-commerce conglomerate. With a vision to become the “Global Digital-first FMCG Conglomerate of the Future”, the Good Glamm Group brings together brands that millions of users love. Brands that come under the Good Glamm Group umbrella will be able to leverage a large digital audience comprising the Group‘s 3.5 billion monthly impressions, 88 million POPxo users, 100 million ScoopWhoop users, BabyChakra‘s 20 million mothers’ community with over 10,000 doctors’ network, and 220,000 Plixxo influencers. This impressive digital reach when combined with MyGlamm‘s 30,000 offline points of sale give the brands under the Good Glamm Group an unprecedented scale, further amplified by the Group‘s unparalleled expertise in DTC growth, new product development, and technology and data science. The ‘Good’ in Good Glamm Group underscores the Group‘s commitment to inclusive beauty and cruelty-free, vegan, and environment-friendly clean beauty products. Brands associated with Good Glamm Group are MyGlamm, POPxo, Plixxo, BabyChakra, The Moms Co, ScoopWhoop, and MissMalini. The Good Glamm Group is backed by L’Occitane, Bessemer Venture Partners, Accel, Prosus Ventures, Warburg Pincus, Amazon, Ascent Capital, Stride Ventures, Mankekar Family Office, Trifecta Capital, Tano Capital, Wipro Consumer, and Shraddha Kapoor.
About MissMalini Entertainment
MissMalini Entertainment is a positive-only new media network dedicated to entertaining, connecting, and empowering young Indians. Pioneers in the digital entertainment and influencer marketing space, MissMalini reaches over 60M users a month with its uplifting media that fuels the passions and aspirations of a new generation.
MissMalini introduced the country to lifestyle blogging in 2008 with the launch of MissMalini.com, India’s first and most popular entertainment, fashion, and lifestyle blog which attracts millions of loyal visitors every month. Their social media reach of over 10 million fans and followers makes them one of India’s top digital influencers and a leading voice among the country’s youth and millennial demographic. Meanwhile, Girl Tribe by MissMalini, a proprietary community platform and app, is reinventing the social media experience for women with over 100,000 members and growing fast.
MissMalini Entertainment has been at the forefront of all things digital, with business divisions such as MissMalini Media (influencer and content marketing), Ignite Edge (talent management), and Agent M Creative (creative agency). MissMalini works with the world’s biggest brands to help them develop and execute some of the most pathbreaking digital campaigns in India, using highly effective native format integrations and influencer campaigns that they first introduced to Indian advertising.