Mensa Brands Acquires MensXP, iDiva, And Hypp From Times Internet

D2C ecommerce rollup unicorn Mensa Brands has acquired MensXP, iDiva, and Hypp from Times Internet for an undisclosed amount. Besides, the startup has also partnered with India Lifestyle Network, the parent company of the acquired brands.

The acquisitions will help Mensa to develop its brand building capabilities and provide synergies in building a digital-first consumer brand.

It is prudent to note that in June, Inc42 exclusively reported that Mensa Brands’ acquisition of MensXP and iDiva for around $100 Mn.

Post the acquisition, content platforms MensXP, iDiva and Hypp will continue to work independently. These brands together have more than 40 Mn monthly visitors on their websites and over 250 Mn monthly visitors across social media platforms, according to Mensa Brands. 

Including the current acquisitions, Mensa has bought a total of eight startups including wearable brand Pebble, peanut butter brand MYFITNESS, gardening startup Trustbasket, D2C startup Florona and leather goods manufacturer Estalon, among others so far in 2022. 

MensXP, founded in 2017, is a men-focused platform that publishes content about lifestyle categories. iDiva was incorporated in 2009, is a women-focused platform that generates content in categories including beauty, fashion, health and wellness, and lifestyle, among others.

Meanwhile, Gurugram–based HYPP is a full-stack creator management and marketing platform for digital influencers.

“India Lifestyle Network started as a way for our community to consume media. It is becoming a platform where they discover new products, get inspired by fashion, beauty, and health, and make better lifestyle choices. India Lifestyle Network and Mensa will together be a formidable force in content commerce,” said Angad Bhatia, founder and CEO of MensXP, iDiva.

Set up in 2021 by former Myntra CEO Anath Narayanan, Mensa mainly acquires digital-first startups and then scales them across sectors. Its cap table includes Accel Partners, Prosus, Tiger Global, Alpha Wave and Norwest Ventures, CRED’s Kunal Shah, among others. 

“With MensXP and iDiva’s deep understanding of the young Indian audiences, robust content creation capabilities, and credible creator network, we will build clutter-breaking and culture-defining lifestyle brands,” said Ananth Narayanan, founder and CEO of Mensa Brands. 

At present, the unicorn has bought more than 20 D2C startups–Karagiri, Pretty Krafts, LilPicks, High Star, Priyaasi, to name a few, since its inception.