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Another one bites the dust at Good Glamm.
GGG has sold MissMalini Entertainment, its influencer-led media arm, to marketing agency Creativefuel in a distress deal reportedly worth just ₹4 crore.
The deets: MissMalini is a digital lifestyle platform covering celebs, fashion, beauty, and all things pop culture, targeting India's Gen Z and millennial crowd.
As part of the deal, Creativefuel will take over MissMalini’s domain name and social handles, while GGG retains the influencer talent business.
Some backstory: GGG had acquired five business units from MissMalini in 2021—including Girl Tribe, Agent M Creative, and MM Studios.
The buyer, Creativefuel, has been on an acquisition spree. It recently picked up YouTube-first brands like Hasley India and Pataakha, and is building out a portfolio of digital-native media and marketing plays.
Context: the sale is part of a large cleanup at GGG. The group is scrambling to cut losses and offload non-core assets.
It has already sold off Sirona and ScoopWhoop, and is now looking for buyers for Organic Harvest and The Moms Co. The company also laid off 150 employees last April, and saw its CEO exit shortly after.
By the numbers:
- FY23 losses ballooned to ₹917 crore, up 153% from ₹363 crore the previous year
- Revenue hit ₹603 crore, but much of that was acquisition-led
Zoom out: once a D2C darling, Good Glamm is now in deep restructure mode—selling fast, cutting deep, and trying to rewrite its playbook before time runs out.
