The Good Glamm Group in talks to sell MissMalini for Rs 4 crore to meme marketing agency, report says

The Good Glamm Group, the once high-flying content-to-commerce conglomerate backed by investors including Warburg Pincus and Amazon, is reportedly in the advanced stages of selling off key media assets from MissMalini Entertainment, Moneycontrol reported.

The report said the MissMalini brand's domain name and social media assets will be acquired by meme marketing agency Creativefuel for Rs 4 crore. 

The influencer management business, however, will remain with The Good Glamm Group (GGG).

Creativefuel's expansion

Creativefuel, founded by Nikhil Sukhramani and Tushar Sukhramani, has been expanding its presence in the digital content space, recently acquiring YouTube channels—Hasley India and Pataakha.

Hasley India is known for showcasing some of the country’s biggest digital creators, including Harsh Beniwal, while Pataakha built a reputation for bold, edgy storytelling.

What does MissMalini do?

Founded in 2008 by Malini Agarwal, MissMalini was one of India's earliest lifestyle blogging platforms. In 2021, it was acquired by The Good Glamm Group in a deal that reportedly included five business verticals: the main content and marketing platform, Girl Tribe by MissMalini, talent management arm Ignite Edge, creative agency Agent M Creative, and production house MM Studios.

While initial reports had pegged the acquisition value between Rs 70–80 crore, another Moneycontrol report indicated that the transaction may have been completed at Rs 3 crore.

The planned sale of MissMalini comes amid a broader asset divestiture strategy at GGG. The group has reportedly been looking to offload multiple subsidiaries, including Organic Harvest and The Moms Co, to generate liquidity.

Notably, it has also sold back Sirona to its founders and exited from ScoopWhoop, which was among its more prominent media acquisitions.

Financial stress at The Good Glamm Group

These developments reflect deeper financial stress. The Good Glamm Group's losses surged to Rs 917 crore in FY23, a 153% jump from Rs 363 crore in FY22. 

Operating revenue for the same period rose to Rs 603 crore, buoyed by a string of acquisitions made during its rapid expansion phase between 2021 and 2022. The company is also reportedly grappling with a debt burden exceeding Rs 450 crore.

In April last year, GGG laid off around 150 employees, shortly before the exit of Sukhleen Aneja, the CEO of its core business. Aneja has since joined the beauty marketplace Nykaa, a key competitor. More recently, Accel, Bessemer Venture Partners, and Prosus Ventures—all early backers of the company—stepped down from the board.

Formed in 2021 through the merger of MyGlamm, POPxo, and BabyChakra, The Good Glamm Group had ambitions of building South Asia's largest digital-first beauty and media empire. At its peak, the group raised nearly $400 million over nine years and achieved a $1.26 billion valuation, entering unicorn status.