In a cash and equity arrangement, content-to-commerce unicorn Good Glamm Group has purchased a 51% share in starlet Twinkle Khana’s women-focused content platform Tweak India. The unicorn withheld the precise figures, though.
This is Good Glamm’s fourth acquisition of the year. A controlling share in the cosmetics and personal care business Organic Harvest was purchased by the unicorn in January. After thereafter, it purchased the influencer marketing business Winkl and the video analytics platform Vidooly.
According to Good Glamm, the purchase of Tweak India will improve its content-creator-commerce play by giving it a greater level of access to the Tier-1 population. The group’s D2C capabilities would be further increased, according to Tweak India.
In accordance with the agreement, Tweak India will join Good Glamm, and Khanna, the startup’s CEO, will continue to serve in that capacity as well as become a shareholder in Good Glamm.
The Mumbai-based firm, which Khanna founded in 2019, is a community platform with a focus on women. The three main areas of emphasis are wellness, beauty, and leading a sustainable, environmentally responsible lifestyle.
Tweak India primarily appeals to Tier-1 ladies over 25 with an interest in pop culture, offbeat themes, relatable trends, wellness, and relationships.