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Good Glamm Group inks three-year exclusive brand partnership deal with Dharma Productions



Direct-to-consumer company Good Glamm Group has signed up with Dharma Productions for an exclusive three-year partnership deal, as part of which all theatre and OTT releases by Dharma for the three-year duration will collaborate exclusively with Good Glamm’s beauty brands.
Good Glamm’s beauty and personal care brands, including St Botanica, Organic Harvest and MyGlamm, will be featured in relevant in-movie and OTT placements, and will involve creating co-branded lines, limited edition launches or marketing campaigns released under the banner of Dharma Productions, Good Glamm founder and chief executive officer Darpan Sanghvi told ET.

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-five years, adding that the partnerships will be mutually exclusive and not overlap.

The D2C group, which proposes to close its Series E funding this quarter, is hoping to stay ahead of the curve and heightened competition through portfolio innovation and disruptive marketing, Sanghvi said.

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’s acquired brands include The Moms Co, Organic Harvest, Sirona, St Botanica and BabyChakra, besides digital media and content platform ScoopWhoop. It also has stake in Twinkle Khanna’s media company Tweak India.



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