The Good Glamm Group (GGG), once hailed as a trailblazer in India’s content-to-commerce space, is preparing to part ways with some of its prized media assets. According to a report by Moneycontrol, the group is finalizing the sale of the domain name and social media handles of MissMalini—a brand that was once central to GGG’s media playbook.
Continue Exploring: “Kuch Nahi Hoga”—Anupam Mittal Challenges This Dangerous Mindset in Policy Bazaar’s New Ad
Digital content firm Creativefuel is expected to acquire these assets for around Rs 4 crore. The influencer management arm of MissMalini, however, will continue to remain under GGG’s ownership, signaling a selective pruning rather than a full exit from the media entity.
Creativefuel, led by brothers Nikhil and Tushar Sukhramani, has been actively building its portfolio in the creator-driven content space. Over the past year, the company has picked up well-known YouTube channels like Hasley India—home to stars such as Harsh Beniwal—and the boldly scripted Pataakha, as it looks to broaden its footprint among India’s Gen Z audience.
Continue Exploring: Lahori Beverages Nears ₹450 Crore Fundraise as Valuation Soars to ₹2,500 Crore – A New Challenger in India’s Booming Drinks Market
MissMalini, started in 2008 by Malini Agarwal, was one of the first digital lifestyle platforms in the country. It built a loyal following with its coverage of pop culture, fashion, and celebrity life. In 2021, The Good Glamm Group scooped it up as part of an aggressive acquisition spree, reportedly paying upwards of Rs 70 crore—though later reports suggested the deal may have closed for as low as Rs 3 crore.
Now, the sale of MissMalini’s digital real estate appears to be part of a larger clean-up
