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Good Glamm Group acquires MissMalini to strengthen the Content-to-Commerce game

MissMalini Entertainment is a new “positive only” media network reaching over 60 million users per month

The Good Glamm Group portfolio includes POPxo, ScoopWhoop and BabyChakra

According to Good Glamm Group, its media division now generates more than 3.5 billion monthly impressions and has more than 150 million unique users nationwide.

Business content startup Good Glamm Group has acquired MissMalini Entertainment, an Indian media talent management and celebrity influencer network.

With this strategic decision, Good Glamm Group will have access to MissMalini’s network of influencers, celebrities and community to strengthen its content-to-commerce game with a new audience. Following the acquisition, Mumbai-based MissMalini Entertainment will continue to operate independently with respect to content and bring its expertise to the Good Glamm Group.

Founded in 2008 by Malini Agarwal, MissMalini was one of the first lifestyle blogging platforms in India. It is an entertainment, fashion and lifestyle blog that claims to have over 10 million fans and followers. MissMalini’s exclusive community platform, Girl Tribe, has over 100,000 members and continues to grow.

MissMalini Entertainment is a new “positive only” media network that reaches over 60 million users per month.

“We are not just a Bollywood blog. We also do influencer marketing, TV seasons, OTT shows and also create IPs. We create celebrity-led content. We are already almost a brand house on our own, ”said Malini Agarwal, founder of MissMalini, in a conversation with Inc42.

The Good Glamm Group plans to combine its business and content stack with the celebrity, influencer and influence of MissMalini’s content to boost its D2C offering through the platform. With this acquisition, the Good Glamm Group has expanded its portfolio which contains some of India’s leading digital media brands including POPxo, ScoopWhoop and BabyChakra.

According to Good Glamm Group, its media division now generates more than 3.5 billion monthly impressions and has more than 150 million unique users nationwide.

Respond to questions asked by Inc42 on maintaining perceived authenticity, Malini Agarwal said: “We always promote brands that we personally believe in. People believe in you and take your advice. Goodglamm brands have always had a positive story.

“They don’t tackle insecurities and so on. We listen to our audience, engage and build community. Really sell them products. Talk about things that concern you, ”continued Agarwal.

According to Inc42 More, The total addressable market for D2C brands is expected to reach $ 100 billion by 2025, with a CAGR of 25%.