Marketing agency Creativefuel is in advanced stages of acquiring MissMalini Entertainment, the media and influencer talent arm of The Good Glamm Group (GGG), in a deal reportedly valued at INR 6 crore. The sale is part of GGG’s broader strategy to divest non-core assets amid escalating financial challenges.
Originally pegged at INR 4 crore in what insiders described as a distress sale, the deal has been finalised at a slightly higher amount. Under the agreement, Creativefuel will take over MissMalini’s domain name and social media assets, while GGG will retain control of the influencer management division.
Creativefuel, founded in 2018 by Nikhil and Tushar Sukhramani, has been steadily building its content ecosystem. The agency recently acquired popular YouTube channels Hasley India and Pataakha, signalling its intent to deepen its presence in the digital entertainment space.
MissMalini Entertainment, founded in 2008 by Malini Agarwal, was a pioneer in India’s lifestyle blogging scene. GGG acquired the brand in 2021 as part of an aggressive expansion spree, which included the acquisition of five business verticals: MissMalini Media, Girl Tribe, Ignite Edge, Agent M, and MM Studios. At the time, the deal was reported to be worth INR 70–80 crore, although sources later indicated the actual transaction value was closer to INR 3 crore.
The Good Glamm Group, backed by marquee investors like Warburg Pincus, Accel, Prosus, and Bessemer, has been under mounting financial stress. The company’s FY23 losses ballooned to INR 917 crore, up from INR 363 crore in FY22, while its debt has crossed INR 450 crore. The situation has led to a string of leadership changes, including the exit of CEO Sukhleen Aneja, and prompted major investors to step back from active board roles.
In a bid to refocus and generate capital, GGG has been actively restructuring and selling off parts of its business. Recent moves include:
- Sirona sold back to its founders for INR 150 crore
- Exit from digital content platform ScoopWhoop
- Divestment of its stake in sneaker brand 7-10 to WLDD
- Reported plans to sell Organic Harvest and The Moms Co.
Additionally, GGG is currently in talks to raise INR 150–240 crore in fresh capital, though at a sharply reduced valuation of under $120 million—a stark contrast to its $1.26 billion peak valuation just two years ago.
The acquisition of MissMalini Entertainment marks another step in Creativefuel’s strategy to become a major player in India’s digital media and content space, while offering GGG a much-needed financial breather in its ongoing restructuring efforts.
