In a cash and equity transaction, the content-to-commerce conglomerate The Good Glamm Group purchased a 51% majority stake in the digital media firm Tweak India.
The Good Glamm Group’s unique content-creator-commerce play will be significantly strengthened by the greater access to the Tier 1 demographic that this strategic purchase would provide. The content-creator-commerce stack of The Good Glamm Group, along with Tweak India’s content skills, audience of 6 million MAUs, and monthly impressions of 15 million, will further boost the group’s D2C possibilities.
Following this acquisition, Mumbai-based Tweak India will function under Good Media Co led by Priyanka Gill, co-founder, the Good Glamm Group and CEO, the Good Media Co. Tweak India’s Founder & CEO Twinkle Khanna will continue in her role and will also become a shareholder of the Good Glamm Group.
The Good Media Co comprises India’s largest digital media platforms including POPxo, ScoopWhoop, BabyChakra, MissMalini Entertainment and now Tweak India. Within the Good Media Co, each platform reaches a unique audience. When combined together this gives Good Glamm Group access to diverse audiences across Tier 1, Tier2 and Tier 3 cities. The Good Media Co now generates over 4 billion monthly impressions and has over 200 million unique users. This digital reach is amongst the largest for any e-commerce or digital media company in India.
Darpan Sanghvi, Group Founder & CEO, The Good Glamm Group said, “Twinkle is the first celebrity in India to establish a deep connect with the Indian consumer through a scaled up and successful digital media company. We are excited to partner with the author and entrepreneur Twinkle to further take Tweak India to new heights and bolster the Good Glamm Group’s Content-Creator-Commerce strategy.”
Twinkle Khanna, Founder & CEO, Tweak India, commented, “This strategic partnership will give Tweak India a cohesive platform to grow and optimize our strengths. In building a scalable business, one must always be ready to take the next leap and I am positive that the merger with the Good Glamm Group will help me pull off a Produnova with three perfect somersaults and ensure that we all land firmly on our feet.”
Priyanka Gill, Co-Founder, The Good Glamm Group, & CEO, The Good Media Co added, “I have always admired Twinkle for her wit and grit and have been a big fan of her books – she is a brilliant author. What Twinkle has built with Tweak India is phenomenal and I am really excited to welcome her to the Good Glamm family. We look forward to creating impactful content together at the Good Media Co to reach and engage new audiences.”