Good Glamm Group will leverage MissMalini's capabilities to create opportunities for inhouse, B2B clients

While POPxo and Plixxo look after the mid and nano influencer segment, MissMalini will now bring Good Glamm Group the Bollywood and celebrity segment, said Darpan Sanghvi, Group Founder and CEO, Good Glamm Group, on acquiring MissMalini Entertainment. The latter is considered one of the largest celebrity media and influencer talent management networks.

With a vision to become the "global digital-first FMCG conglomerate of the future", the group has been on an acquisition spree for some time. With MissMalini in the mix, it now has multiple digital media brands, including POPxo, ScoopWhoop and BabyChakra under the gamut.

Sanghvi said, “Currently, the company will look at closing out acquisitions in the beauty and personal care space covering all categories. We are currently at $120 million revenue rate, targeting $250 million by March 2022. We are aiming to target the IPO by the end of 2023.” 

Malini Agarwal, Founder, MissMalini, who will continue to spearhead MissMalini's creative operations, said that leveraging MissMalini’s access to wide Bollywood and influencer networks, the group would be able to create exciting and unique new business opportunities not only for inhouse brands but also for B2B clients at large. She said that their clients will have a distinct advantage in navigating the creator/influencer ecosystem at scale.

Sharing insights on how content creation today has become a financially sustainable career, she also highlighted how commerce will also become a lucrative and important revenue stream for creators and content publishers alike.

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What new and better offerings this acquisition will bring on the table?

Agarwal: This acquisition will be hugely beneficial for both parties, whether in terms of our massive, combined industry footprint or opening 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 Good Glamm Group Co-founders Darpan, Priyanka and Naiyya and the other fabulous companies that are joining the group. These are incredibly talented entrepreneurs and I am honoured to join such a fabulous crew!

Good Glamm Group already has Plixxo- the influencer management platform- what new will MissMalini add?

Sanghvi: While Plixxo does a great job in the micro influencers space, with MissMalini we gain access to macro influencers and celebrities. We have strongly believed in the content, community, and commerce play. Within that segment, we are looking closely at influencer-led-marketing and base to bring in a stronger content-community-commerce play. While POPxo and Plixxo look at the mid and nano influencer segment, MissMalini now brings us the Bollywood and celebrity segment.

What all would be the content offerings from Good Glamm Group’s end post the acquisition?

Sanghvi:  With this acquisition, we welcome MissMalini’s five business divisions that include content and marketing platform MissMalini, women's community platform Girl Tribe by MissMalini, celebrity and talent management arm Ignite Edge, creative agency Agent M Creative, and production house MM Studios.

This strategic acquisition of a personality-driven company by a content to commerce conglomerate 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. With MissMalini, we also get access to their Girl Tribe community, which is an ever growing, highly engaging group of women. 

Now since Good Glamm Group will also be adding the entertainment, celebrity and influencer marketing vertical, where would the strong foothold for the company lie?

Agarwal: Now Good Glam Group will be able to enhance its offerings and will enable group’s brands to successfully create, launch, and market products in the beauty, skincare, personal care, male grooming, and parenting categories and help them grow across channels. Leveraging our (MissMalini’s) access to wide Bollywood and influencer networks, the group would be able to create exciting and unique new business opportunities not only for inhouse brands but also for B2B clients at large. Clients will have a distinct advantage in navigating the creator/influencer ecosystem at scale.

How would you (Good Glamm Group) define and differentiate your content-to-commerce vertical among so many new platforms emerging and how MissMalini will give you an edge over others?

Sanghvi: For us, having a brand like MissMalini was a no brainer. Malini has built a strong brand and it gives us access to an entire segment of celebrity and Bollywood influencers. We are looking at the deal from a complete content-commerce-community angle. We believe content will strongly funnel into our core brands and products.

What business is Good Glamm Group eyeing for the next year? Are you strategically acquiring brands and platforms in general to fill the gaps in your current portfolio and are there any more gaps left?

Sanghvi: 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. Content to commerce is a journey that we began in 2020 with POPxo and today we have seen the successful conversion of content users turning into consumers. This strategy has resulted in us being the company with the lowest cost of customer acquisition in India. 

Brands that come under the Good Glamm Group’s 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 a 10,000 doctors network, 220,000 Plixxo Influencers and now the 60 million reach of MissMalini. 

Currently, the company will look at closing out acquisitions in the beauty and personal care space covering all categories. We are currently at $120 million revenue rate, targeting $250 million by March 2022. We are aiming to target the IPO by the end of 2023. 

How does MissMalini plan to engine the content-to-commerce stack along with the group? How do you plan to leverage the group’s digital assets? 

Agarwal: MissMalini's five business divisions including 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), all will now be a part of the Good Glam Group. These digital assets reach over 60 million 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.

With MissMalini in the mix, the Good Glamm Group now has some of India’s largest digital media brands including POPxo, ScoopWhoop and BabyChakra with them, providing them a very crucial edge in the industry. Right from creating to launching, selling and marketing products for a large and varied audience of men, women, parents and on the B2B front, they’ve got it all covered. 

What major trends, challenges and opportunities do you foresee for the next year in content to commerce space?

Agarwal: Content creation has become a financially sustainable career, as is shown by the fact that certain content creators and influencers are doing quite well and becoming financially self-sufficient. I believe this trend will continue to expand as the industry grows. More and more brands are engaging online influencers as part of their campaigns. That being said, the opportunity to make a good living as a creator will depend on the creator’s business savvy as much as their creativity, and this is where companies like ours can really help. I believe commerce will also become a lucrative and important revenue stream for creators and content publishers, and this is another area where we will have a significant advantage as part of the Good Glamm Group.

How does Good Glamm Group plan to expand itself next year in terms of the offline stores and global geographies?

Sanghvi: We currently have 30,000 POS (point of sale) and aim to have 100,000 POS by March 2022 in India.