Good Glamm Group Acquires MissMalini To Strengthen Content-To-Commerce Play

Content-to-commerce startup Good Glamm Group has acquired MissMalini Entertainment—an Indian celebrity media and influencer talent management network. 

With this strategic move, Good Glamm Group will get access to MissMalini’s network of influencers, celebrities and community to strengthen its content-to-commerce play with a new audience. Following the acquisition, Mumbai-based MissMalini Entertainment will continue to function independently as far as content is concerned and will bring its expertise to the Good Glamm Group. 

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

MissMalini Entertainment is a ’positive-only’ new media network that reaches over 60 Mn users a month. 

“We are not just a Bollywood blog. We also do influencer marketing, seasons of television, OTT shows and create IPs as well. We create celebrity-led content. We are already almost a house of brands by ourselves,” said MissMalini founder Malini Agarwal, in conversation with Inc42. 

The Good Glamm Group plans on combining its commerce and content stack with MissMalini’s celebrity, influencer and content influence to turbocharge its D2C offering through the platform.  With this acquisition, the Good Glamm Group has widened its portfolio that contains some of India’s biggest digital media brands including POPxo, ScoopWhoop and BabyChakra. 

According to Good Glamm Group, its media division now generates over 3.5 Bn monthly impressions and has over 150 Mn unique users in the country. 

Replying to questions being put by Inc42 on maintaining perceived authenticity, Malini Agarwal said, “We always promote brands we personally believe in. People believe in you and take your advice. Goodglamm brands have always had a positive narrative.” 

“They don’t prey on insecurities etc. We listen to our audience, engage and build a community. Genuinely sell them products. Talk things that are of relevance to you,” continued Agarwal. 

According to Inc42 Plus, the total addressable market for D2C brands is expected to reach $100 Bn in 2025, growing at a CAGR of 25%.