Content-to-commerce unicorn The Good Glamm Group makes another strategic acquisition, taking a 51 percent stake in digital media company Tweak India in a cash and stock deal that will turbocharge the group's D2C capabilities.
WHO: Founded in 2019 by Twinkle Khanna, Mumbai-based Tweak India is a digital media platform that embraces an ethos of “minimum effort, maximum impact,” appealing to upwardly mobile urban women. The platform has earned credibility with its audience, offering expert advice, covering unconventional topics, and putting relatable spins across issues like finance, pop culture, wellness, relationships, style, and sustainable living. The platform has about 466K followers on Instagram.
The Mumbai-headquartered start-up Good Glamm Group is the umbrella company for MyGlamm and its portfolio of brands. The group has more than 4 million customers and is available at over 20,000 digital and physical points of sale across India, acquiring 350,000 new customers every month on average.
The Good Media Co comprises India's largest digital media platforms, including POPxo, ScoopWhoop, BabyChakra, and MissMalini Entertainment. Within the Good Media Co, each platform reaches a unique audience, collectively giving The Good Glamm Group access to diverse audiences across tier 1, tier 2, and tier 3 cities. The media group generates over 4 billion monthly impressions and over 200 million unique users. According to the company, the digital reach is among the largest for any e-commerce or digital media company in India.
WHY: This strategic acquisition will give The Good Glamm Group deeper access to the tier 1 demographic, enhancing its unique content-creator-commerce strategy.
IN THEIR OWN WORDS: "Twinkle is the first celebrity in India to establish a deep connect with the Indian consumer through a scaled up and successful digital media company. We are excited to partner with the author and entrepreneur Twinkle to further take Tweak India to new heights and bolster the Good Glamm Group's content-creator-commerce strategy," said Darpan Sanghvi, founder and CEO, The Good Glamm Group.
"This strategic partnership will give Tweak India a cohesive platform to grow and optimize our strengths. In building a scalable business, one must always be ready to take the next leap and I am positive that the merger with the Good Glamm Group will help me pull off a Produnova with three perfect somersaults and ensure that we all land firmly on our feet," said Twinkle Khanna, founder and CEO, Tweak India.
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