Good Glamm in talks to acquire Tweak India from Twinkle Khanna

The Good Glamm Group is in talks to acquire a majority stake in digital content company founded by Bollywood actor Glittering Khannaaccording to people familiar with the development.

If the transaction of Tweak India will pass, it will be 11th acquisition by content company to commerce.

“This is a cash plus stock deal and it is in the final stages of documentation,” a person with knowledge of the matter said.

Tweak India is a women-centric company multimedia platform in text, video, podcasts, radio and events, with a focus on wellness, beauty and an eco-friendly lifestyle.

Following the acquisition, Tweak India will be hosted by Good Media Co, led by Priyanka Gill.

The group’s media arm includes POPxo, ScoopWhoop, MissMalini and Baby Chakra, all of which Good Glamm acquired between 2020 and 2021.

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Khanna will continue to lead Tweak India as CEO, the sources said.

Tweak India did not respond to ET’s questions seeking comment. A spokesperson for Good Glamm Group declined to comment.

“Current digital media platforms under Good Media Co have over 65% audience in Tier 2 and 3 cities, while Tweak India has over 65% in Tier 1 cities. double the Tier 1 audience,” one person said.

Good Media generates revenue through brand advertising on its platform, driving affiliate sales, creating content and running social media campaigns for brands.

Financing offers of $100 million and more_Graphic_ETTECHETtech

Its clients include fashion portal Myntra, e-commerce platforms Amazon and Flipkart, and Wipro Consumer services, among others.

“Existing Good Media customers will be used for Tweak and Tweak’s customer base will be sold to Good Media,” the person added.

The Prosus-backed firm closed a series of acquisitions and raised back-to-back funding rounds amounting to Rs 1,885 crore last year as it sold its content reader to commerce to investors.

Founded by Darpan Sanghvi, Gill and Naiyya Saggi, Good Glamm Group has three divisions: The Good Brands Co, which has a portfolio of direct-to-consumer brands; Good Media Co and Good Creator Co, an influencer platform that tracks 1.5 million influencers.

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The Mumbai-based company, which was last valued at $1.2 billion, has struggled to raise new funds as late-stage funding dries up and investors increasingly shy away from loss-making tech companies,
ET reported on September 6.

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