India’s leading influencer management, marketing and analytics platforms Plixxo, MissMalini, Winkl and Vidooly have come together as the Good Creator Co., India’s largest creator ecosystem. This announcement also unveils the stealth mode acquisitions of Winkl and Vidooly by the Good Glamm Group. They both have now spun off as part of the Good Creator Co.
The Good Creator Co. (GCC) is co-founded by Malini Agarwal, Nowshad Rizwanullah and Mike Melli (from MissMalini Entertainment), Rahul Singh and Nikhil Kumar (from Winkl) and Subrat Kar, Nishant Radia and Ajay Mishra (from Vidooly) with a vision to create a full-stack, global creator ecosystem, providing cutting edge technology and solutions to influencers and brands.
The Good Creator Co. comprises India’s top influencer marketing platforms Plixxo and Winkl, which have 250,000 influencers and reach 70+ million users every month, Vidooly, one of the world’s leading content and creator analytics companies, and MissMalini, a leading celebrity and macro influencers talent management and creative agency. Together, all these capabilities and influencer reach make the Good Creator Co. a creator powerhouse unified with and backed by a highly scalable technology platform.
The Good Creator Co. will offer content creators and influencers access to the best brand campaigns, extensive monetisation opportunities, as well as affiliate and creator commerce programs, celebrity talent management services, and more, via the app. Through the Good Creator Co. app, influencers can showcase their work, network with one another, gain access to cutting edge resources and masterclasses to accelerate their growth, along with GCC’s powerful database for all service providers.
The Good Creator Co. offers a full-stack influencer marketing and services solutions to India’s leading consumer brands and media agencies that are backed by data, technology, and influencer and content expertise, to create meaningful campaigns with measurable ROI. It will provide brands access to detailed content and creator data analytics, and a brand-to-creator collaboration platform along with innovative content creation solutions for OTT, movie production opportunities and more.
The Good Creator Co. currently has an INR 75 crores revenue run rate and is targeting an INR 250 crores revenue run rate by December 2022. The Good Creator Co. has a vision to be a market leader in the influencer management and marketing industry, and be the platform that helps influencers in India make the most amount of money.
The Good Creator Co. is a spin-off created from all the influencer companies of the Good Glamm Group, consolidating them under one independent umbrella and technology stack. GCC has raised INR 200 crores seed capital from the Good Glamm Group and will use those funds to further build out its technology platform, and acquire and invest in complementary influencer companies and technology solutions. GCC will function independently and will look to raise further rounds of capital from external investors.
Priyanka Gill, Co-Founder of Good Glamm Group, and Founder and CEO of Plixxo says,
As the Good Glamm Group, we have always believed that content and creators coming together with commerce is the future for direct-to-consumer brands. With this in mind, we partnered with the best creator companies and welcomed MissMalini, Winkl, Vidooly and Plixxo to the Good Glamm family. Today, we are proud to announce the formation of the Good Creator Co., India’s largest creator ecosystem empowering millions of creators to scale up and be financially independent, as well as offer the easiest solution for brands to work with creators at scale.
Malini Agarwal, Co-Founder of Good Creator Co. and Founder of MissMalini Entertainment says,
I am super thrilled to become a Co-Founder at Good Creator Co. Being a first-mover in the influencer industry as “MissMalini”, this is a huge opportunity to give back to the creator community through dream projects like the Creator Academy, Creator House, Creator Studio, and elevated events, experiences and so much more. We look forward to joining forces with Plixxo, Winkl and Vidooly to form India’s leading influencer ecosystem!
Rahul Singh, Co-Founder of Good Creator Co., and Co-Founder and CEO of Winkl says,
We’re excited to join hands with the Good Glamm Group to form the Good Creator Co., and build the largest creator ecosystem in India. To make this happen, we are leveraging our expertise in product and technology at scale to bring creators across niches, categories and audience sizes on a single platform. This aligns perfectly with Winkl’s original vision of empowering millions of creators to become large brands in themselves and helping them become financially independent, and the formation of the Good Creator Co. is the perfect home to bring our vision to life.
Nishant Radia, Co-Founder of Good Creator Co., and Co-Founder and CMO of Vidooly says,
In today’s world, data alone doesn’t do it. It’s the journey of translating data into information into insights into knowledge. This partnership will address a lot of pain points in the online video nd influencer marketing space, related to performance and KPIs. We are thrilled to join the Good Creator Co. Vidooly’s actionable insights clubbed with the network and reach of our fellow GCC companies should revolutionise the budding creator economy in the country.
All co-founders will work together with the shared vision of creating the largest, global creator ecosystem, helping influencers scale up and monetise effectively as well as helping brands engage influencers at scale with demonstrable ROI.
About Good Creator Co.
Good Creator Co. is India’s largest creator ecosystem. Formed in January 2022, when India’s leading influencer marketing, data and analytics companies Plixxo, MissMalini, Winkl and Vidooly came together with a single vision to create a full-stack, global creator ecosystem providing cutting edge technology and solutions to influencers and brands. Co-founded by Malini Agarwal, Nowshad Rizwanullah and Mike Melli (from MissMalini Entertainment), Rahul Singh and Nikhil Kumar (from Winkl) and Subrat Kar, Nishant Radia and Ajay Mishra (from Vidooly), the Good Creator Co. has 250,000 influencers and reach 70+ million users every month and is backed by a highly scalable data solutions and technology platform.
The Good Creator Co. offers creators and influencers access to the best brand campaigns, extensive monetisation opportunities via the GCC app. Influencers can showcase their work, network with one another, gain access to cutting edge resources and masterclasses to accelerate their growth along with GCC’s powerful database for all service providers. India’s leading consumer brands and media agencies get access to GCC’s full stack influencer marketing and services solutions that are backed by data, technology and influencer and content expertise to create meaningful campaigns that are on message with measurable ROI.
The Good Creator Co. is currently on an INR 75 crore revenue run rate and is targeting an INR 250 crore revenue run rate by December 2022. The Good Creator Co. has raised INR 200 crore seed capital from the Good Glamm Group and will be functioning on an independent mandate. GCC will also be investing in and acquiring fast-growing influencer companies and technology solutions.
About Good Glamm Group
Founded by Darpan Sanghvi, Priyanka Gill and Naiyya Saggi, the Good Glamm Group is South Asia’s largest DTC beauty conglomerate that brings together innovative and fast-growing beauty and personal care brands, powered by the Group’s proprietary digital ecosystem of content and creator assets. Under the Good Glamm Group umbrella are beauty and personal care brands MyGlamm, The Moms Co, St. Botanica and Sirona, as well as content platforms POPxo, ScoopWhoop and BabyChakra. Good Glamm Group has invested in the Good Creator Co. formed by the spinning off of its influencer companies Plixxo, MissMalini, Winkl and Vidooly.
The Good Glamm Group‘s large digital audience comprises 88 million POPxo annual users, 100 million users of ScoopWhoop, and Baby Chakra‘s 20 million mothers’ community and 10,000 doctors network, and 250,000 onboarded GCC influencers, and reach 70+ million users every month. This impressive digital reach when combined with Good Glamm Group‘s 30,000 offline points of sale gives brands within the Good Glamm Group an unprecedented omni channel scale, further amplified by the Group’s unparalleled expertise in DTC growth, new product development and technology and data science.
The ‘Good’ in the Good Glamm Group underscores its commitment to inclusive beauty and cruelty-free, vegan, environment-friendly, clean beauty products and focuses on creating engaging experiences for consumers, truly enhancing their lives through positive content and creator inspirations.
Valued at over $1.2 billion, the Good Glamm Group is backed by marquee investors such as Warburg Pincus, Prosus Ventures, L’Occitane, Bessemer Venture Partners, Accel, Amazon, Ascent Capital, Shraddha Kapoor, Trifecta Capital, Stride Ventures, Alteria Capital, Kalaari Capital, Tano Capital LLC, Mankekar Family Office, and Wipro Consumer.