THE WHAT Good Glamm Group is expanding its content-to-commerce strategy with the acquisition of MissMalini Entertainment, an Indian media and influencer talent management network.
THE DETAILS The acquisition sees the Good Glamm Group take ownership of some of India’s largest digital media brands including POPxo, ScoopWhoop, BabyChakra and now MissMalini Entertainment.
The company’s media division now generates over 3.5 billion monthly impressions and has over 150 million unique users.
MissMalini will continue to operate independently, with Founder Malini Agarwal and Co-founders Nowshad Rizwanullah (CEO) and Mike Melli (CRO) continuing to lead the company.
THE WHY The buy-out will give Good Glamm Group access to a network of influencers, celebrities and market know-how, which is said to strongly enhance its content-to-commerce prowess in India.
The Good Glamm Group is set to capitalize on MissMalini’s celebrity, influencer and content strengths in a bid to boost its D2C capabilities.