House of brands Mensa Brands today announced it has partnered with India Lifestyle Network and has acquired MensXP, iDiva, and creator management and marketing company Hypp from Times Internet for an undisclosed amount.
According to Mensa, the acquisition would help enhance its digital brand-building capabilities and provide synergies in building a next-gen, digital-first consumer company.
MenXP, iDiva, and Hypp, collectively have 40 million monthly visitors on their platforms and 250 million monthly visitors on social media platforms. "Aside from being the largest destinations in their segments, they have built tentpole positions in their categories with Indian youth audiences, with some of India's most popular and loved IPs, such as Honest Reviews and South Delhi Girls," the company said in a statement.
Post-acquisition, the acquired brands will continue to operate as independent brands and destinations in their respective segments.
“Our vision at Mensa is to build a technology and content-enabled portfolio of lifestyle brands. With MensXP and iDiva’s deep understanding of the young Indian audiences, robust content creation capabilities, and credible creator network, together we will build clutter-breaking and culture-defining lifestyle brands," said Ananth Narayanan, founder and CEO of Mensa Brands.
Speaking on the development, Satyan Gajwani, vice chairman of Times Internet Limited, said: “We are proud to have nurtured and developed such iconic brands for the next generation of India. More than just being content destinations, these brands have proven to be impactful in shaping customer purchase behavior. We have a powerful concept, and these businesses will certainly help accelerate their vision."
Angad Bhatia, founder and CEO of MensXP and iDiva, said, “India Lifestyle Network started as a way for our community to consume media. It is increasingly becoming a platform where they discover new products, get inspired by fashion, beauty, and health, and make better lifestyle choices. Together, the two companies will be a formidable force in content commerce. We are excited to work closely with Ananth and the larger Mensa team in building a house of brands."