Creativefuel Acquires MissMalini Entertainment From Good Glamm Group For Rs 6 Cr

Creativefuel, a marketing and content agency, is buying MissMalini Entertainment from the Good Glamm Group in a deal worth Rs 6 crore.

As part of the deal, Creativefuel will take over the MissMalini website and social media accounts. However, the talent management side of the business will remain with the Good Glamm Group.

This move comes after Creativefuel recently acquired YouTube channels Hasley India and Pataakha.

MissMalini Entertainment, a pioneer in celebrity and lifestyle blogging in India, has been part of the Good Glamm Group's content portfolio since 2021. It includes brands like MissMalini Media, Girl Tribe, Ignite Edge, Agent M and MM Studios. 

With this deal, Creativefuel plans to use MissMalini’s strong brand and loyal audience to grow its content across different platforms.

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“MissMalini has long been a cultural touchstone in India’s digital storytelling space. Bringing it into our fold allows us to amplify its voice and legacy in new ways,” said a senior executive from Creativefuel.

Earlier this year, the group also sold femtech startup Sirona back to its original founders in a Rs 150–180 crore deal.

The Good Glamm Group is selling off parts of its business as it faces a cash crunch, investor exits, and rising debt. To manage the situation, it's planning to raise new funds at a lower valuation and sell non-core businesses. It recently sold ScoopWhoop to Bengaluru-based WLDD for just one-fifth of what it originally paid. 

The company is also exploring selling stakes in its personal care brands like Organic Harvest and The Mom’s Co.

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