Good Glamm Group, the content-creator-commerce beauty and personal care conglomerate, has announces its international division and also unveiled its overall group structure.
This move, as per the Group, reflects its focus on unlocking structural efficiencies while building revenue synergies as it consolidates the successful integration of its 11 acquisitions in the past year.
Led by Group Founder and CEO Darpan Sanghvi, Co-founders Priyanka Gill and Naiyya Saggi, the structure consolidates Good Glamm Group companies into independent Brands, Media and Creator divisions: Good Brands Co- led by Sukhleen Aneja; Good Media Co- led by Priyanka Gill and Good Creator Co- led by Sachin Bhatia, along with the International Business division maximising revenue potential for all beauty and personal care brands in the group.
This consolidation is aimed at unlocking structural efficiencies within each division while also driving cross-division revenue synergies, which will allow each division to be independently profitable.
The international division opens new markets for the Group’s brands and is being led by FMCG industry veteran Asad Raza Khan who has been appointed Global Commercial Officer, the Good Glamm Group.
Khan has over 17 years of experience at Procter & Gamble with stints in London, Geneva, Dubai and South Asia. In his last role, he led and built Art of Shaving’s global business and operations outside of the USA. The Good Glamm Group also said that it has earmarked Rs 100 crores investment for international expansion.
Over the next three months, various brands of the Group will launch in international markets with top retailers both online and offline ensuring the right focus is given to each brand globally.
The Good Glamm Group comprises of:
Good Brands Co, led by Sukhleen Aneja, is a portfolio of DTC beauty and personal care brands - MyGlamm, St Botanica, The Moms Co, Organic Harvest, Sirona and BabyChakra.
While horizontal functions are being centralised to unlock efficiencies, each brand has appointed a Chief Business Officer (CBO) with brand management experience who is working with the founders of the brand. Over the next 2 - 3 years, as brand founders exit, the CBO will continue to lead their respective brand maintaining continuity and consistency. The Group’s brands will continue to leverage the content-creator moat to increase DTC revenues and leverage the offline distribution strengths of the Good Glamm Group.
Good Media Co, led by Priyanka Gill, is a digital media company comprising POPxo, ScoopWhoop, MissMalini and BabyChakra. Each digital media platform has a unique user demographic.
The four platforms continue to function independently with the back-end teams being centralised. They collaborate across lateral functions like data and growth to provide a richer experience for users on all platforms. The Good Media Co also further magnifies the influencer reach and activations of Good Creator Co.
Good Creator Co, led by Sachin Bhatia, is an influencer platform and is an amalgamation of Plixxo, Winkl, Vidooly, Bulbul and MissMalini’s influencer and talent management division.
As part of the consolidation - Plixxo, Winkl and Bulbul have come together to form the core of the Good Creator Co platform. Vidooly will continue to function independently as well as powering analytics for Good Creator Co.
MissMalini’s talent management arm, IgniteEdge is now the Good Talent Network, a division of Good Creator Co.
The Good Creator Co provides a single integrated platform for creators to earn, learn and increase their follower base while also working with hundreds of external brands to power their influencer commerce campaigns. It provides a cost-effective platform to increase the reach and awareness of the brands of Good Brands Co driving revenues.
Darpan Sanghvi said, “We are extremely excited to have Asad on board as we provide a common global sales and distribution platform for all the brands in our Group, a part of our efforts to create a consolidated Group Structure which allows not just for structural and cost efficiencies but also significant revenue synergy opportunities. With most of the Series D fundraising capital still in the bank, we have set ourselves an ambitious revenue run rate target of $400 million by March 2023 for the current organic business with a clear mandate to be profitable.”
“I am thrilled to join Good Glamm Group and build the international team from ground zero. The international division gives Good Brands Co. an opportunity for global growth leveraging the group’s content-creator-commerce moat as well as the central infrastructure for strong offline and online growth. We aspire to build our brands across offline channels, e-marketplaces, and DTC via leveraging the growth and digital marketing capabilities of the group already in place,” said Asad Raza Khan.
Priyanka Gill added, “With the formation of the Good Brands Co, Good Media Co. and Good Creator Co. we are consolidating the overall structure of the Good Glamm Group to reflect our content-creator-commerce strategy. Core functions are being integrated between the various companies within each of the three divisions which has led to efficiencies through removal of role duplications and allows for each division to be independently profitable. We are super excited to build the Good Glamm Group as a global DTC house of brands, powered by content and creators.”
“As the Good Glamm Group we have a strong first-mover advantage. It has been amazing to see all the acquisitions integrate so well and our brands scale up. Our brands have grown significantly post acquisition. We continue to focus on generating brand love and are building out and further strengthening deeply engaged user communities across all divisions of the group,” added Naiyya Saggi.
Apart from this, the Good Glamm Group also confirmed that it is in the last stage for the acquisition of social commerce company Bulbul, founded by Sachin Bhatia. Bulbul is a live-streaming video shopping app. Core-functionality of Bulbul will be added to the Good Creator Co. technology and product stack and the Bulbul brand will be sunsetted. It’s Founder Sachin Bhatia is joining the Good Glamm Group as the CEO of Good Creator Co.