In a cash-plus-stock deal, D2C Group-led Good Glamm Group informed that it has acquired a 51% stake in digital media company Tweak India.
Founded by Twinkle Khanna in 2019, the digital media platform comprises urban, upwardly mobile women and is known for offering advice and investigating a spectrum of topics, from finance to pop culture.
With this majority stake acquisition, Good Glamm Group, which runs beauty e-commerce platform MyGlamm and personal care brands like The Moms Co and Organic Harvest, will enhance its content-creator-commerce platform.
Good Glamm has three key divisions: Good Brands, which comprises D2C beauty and personal care brands, digital media platform Good Media, and influencer platform Good Creator.
Priyanka Gill, co-founder, Good Glamm Group, and CEO, Good Media said, “We have commended Tweak India for a very long time, and it is a profitable company which fits well with our portfolio of companies,”
Good Media comprises POPxo, ScoopWhoop, BabyChakra and MissMalini Entertainment, all acquired between year 2020 and 2021. According to the available data, the digital media platforms under Good Media have more than 65% audience in Tier 2 and 3 cities. It generates over four billion monthly impressions and has over 200 million unique users.
Further, Tweak India has an audience base of six million monthly active users with over 65% in Tier 1 cities and about 15 million monthly impressions. The acquisition will give Good Glamm access to a diverse audience base.
Twinkle Khanna will continue her role as Tweak India CEO and become a shareholder of the Good Glamm Group. The five media platforms will continue to function independently, and their back-end teams will be integrated, the company said.
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