Good Glamm Group and Dharma Productions Ink Exclusive 3-Year Brand Deal
Tuesday, 23 January 2024, 11:35 IST
Good Glamm Group and Dharma Productions have entered into an exclusive three-year partnership. As per the agreement, all theatrical and OTT releases by Dharma Productions during this period will exclusively collaborate with Good Glamm's beauty brands.
Good Glamm's beauty and personal care brands, such as St Botanica, Organic Harvest, and MyGlamm, are set to be prominently showcased through in-movie and OTT placements. Additionally, the partnership will encompass the development of co-branded product lines, limited edition releases, and marketing campaigns that will be launched under the Dharma Productions banner. This information was shared 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". Sanghvi said the group is in talks with three other production houses and large studios for similar deals ranging between three and five years, adding that the partnerships will be mutually exclusive and not overlap.
The direct-to-consumer (D2C) group, aiming to finalize its Series E funding this quarter, intends to maintain a competitive edge amid increased competition by focusing on portfolio innovation and employing disruptive marketing strategies, according to Sanghvi.
Over the past two years, Good Glamm has been consolidating its portfolio by scaling up its existing portfolio and has not acquired 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. “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 obtained ownership of various brands, such as The Moms Co, Organic Harvest, Sirona, St Botanica, and BabyChakra. Additionally, it holds assets in the form of the digital media and content platform ScoopWhoop. Furthermore, the group has a financial interest in Twinkle Khanna's media company, Tweak India.
Good Glamm's beauty and personal care brands, such as St Botanica, Organic Harvest, and MyGlamm, are set to be prominently showcased through in-movie and OTT placements. Additionally, the partnership will encompass the development of co-branded product lines, limited edition releases, and marketing campaigns that will be launched under the Dharma Productions banner. This information was shared 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". Sanghvi said the group is in talks with three other production houses and large studios for similar deals ranging between three and five years, adding that the partnerships will be mutually exclusive and not overlap.
The direct-to-consumer (D2C) group, aiming to finalize its Series E funding this quarter, intends to maintain a competitive edge amid increased competition by focusing on portfolio innovation and employing disruptive marketing strategies, according to Sanghvi.
Over the past two years, Good Glamm has been consolidating its portfolio by scaling up its existing portfolio and has not acquired 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. “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 obtained ownership of various brands, such as The Moms Co, Organic Harvest, Sirona, St Botanica, and BabyChakra. Additionally, it holds assets in the form of the digital media and content platform ScoopWhoop. Furthermore, the group has a financial interest in Twinkle Khanna's media company, Tweak India.
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