Good Glamm Group, a direct-to-consumer company, has entered into an exclusive three-year partnership with Dharma Productions. As part of this agreement, all theatrical and OTT releases by Dharma over the next three years will exclusively collaborate with the beauty brands of Good Glamm.

The beauty and personal care brands of Good Glamm, such as St Botanica, Organic Harvest, and MyGlamm, are set to be showcased through strategic in-movie and OTT placements. This collaboration will include the development of co-branded product lines, limited edition launches, and marketing campaigns, all released under the Dharma Productions banner, as stated by Darpan Sanghvi, the founder and chief executive officer of Good Glamm.

The content-to-commerce unicorn sees these as “symbiotic partnerships”.

Sanghvi said, “Such associations are long-term brand building platforms for us; as for the movies and releases, these will be promoted through our brand assets.”

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Sanghvi mentioned that the group is currently engaged in discussions with three additional production houses and major studios for similar agreements lasting three to five years. He emphasized that these partnerships will be mutually exclusive, ensuring no overlap between them.

The D2C group, set to finalize its Series E funding this quarter, aims to maintain a competitive edge in the face of increased competition by focusing on portfolio innovation and disruptive marketing, as highlighted by Sanghvi.

Over the past two years, Good Glamm has focused on consolidating its portfolio, opting to scale up its existing lineup rather than acquiring new brands.

“Our focus is to get to profitability now. In the next two quarters, we have to become profitable so that we can look at a successful IPO next year,” Sanghvi said.

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“If our profitability plans are on track, we get three-four quarters of profitability and growth. Then we can look at the IPO by Diwali 2025.” he added.

The group has acquired several brands, such as The Moms Co, Organic Harvest, Sirona, St Botanica, and BabyChakra. In addition to these, it holds ownership of the digital media and content platform ScoopWhoop and has a stake in Twinkle Khanna’s media company, Tweak India.