Good Glamm Group acquires ScoopWhoop to enter men's grooming space, will invest Rs 500 crore over next three years

Content-to commerce conglomerate The Good Glamm Group has acquired ScoopWhoop, the digital media and lifestyle content platform with a male audience of over 60%, paving the way for its entry into content-to-commerce for the fast growing male segment.

Over the next three years, the Group will invest Rs 500 crore in the men’s category. It is the company’s fourth acquisition. It had acquired POPxo, The Moms Co, BabyChakra in the past.

It is backed by L’Occitane, Accel, Amazon, Bessemer Venture Partners, Ascent Capital, Shraddha Kapoor, Trifecta Capital, Stride Ventures, Tano Capital LLC, the Mankekar family and Wipro Consumer.

ScoopWhoop’s digital assets generate 1bn monthly impressions and engage over 100 million users. Based in New Delhi, it will continue to work as an independent brand and media house within the Good Glamm Group. Its founders Sattvik Mishra, Rishi Pratim Mukherjee and Sriparna Tikekar will continue leading ScoopWhoop and will work closely with Darpan Sanghvi, Priyanka Gill and Naiyya Saggi, Co-founders of the Good Glamm Group.

The men's grooming segment is a $1.5-billion market. The Good Glamm Group’s commerce stack coupled with ScoopWhoop’s content capabilities and digital reach among men is said to turbocharge the group’s D2C capabilities in the male grooming segment. The group is currently building and buying male grooming brands that create best-in-class male personal care products and will leverage its content-to-commerce capabilities to launch them online and offline across the country.

With this acquisition, the Good Glamm Group now generates an aggregate of 3.5 billion monthly impressions and has over 150 million unique users through its media division, making it among the largest digital reach of any e-commerce company in India. It aims at creating, launching and market products in the beauty, skincare, and personal care, male grooming and parenting categories.

Darpan Sanghvi, Group Founder and CEO, Good Glamm Group, said, “I have been an ardent user and fan of ScoopWhoop for a long time. It’s a privilege to have Sattvik, Rishi, Sriparna join the Good Glamm Group family and have ScoopWhoop accelerate the Group’s foray into building a content-to-commerce platform for the burgeoning male grooming and personal care segment.”

Sattvik Mishra, Co-Founder, ScoopWhoop, said, “Being part of Good Glamm Group gives us the chance to substantially scale up to delight our audiences all while becoming a defining force in the content to commerce revolution.”

Priyanka Gill, Co-Founder, Good Glamm Group, said, “I am very excited to be working with Sattvik, Rishi and Sriparna to build the content to-commerce stack for the male grooming segment. With this acquisition two of India’s largest digital media brands come together to turbocharge our growth as the Good Glamm Group!”

Naiyya Saggi, Co-Founder, Good Glamm Group, commented, “Having seen the success of content to commerce play out for women across India, this acquisition marks an important milestone for us in our foray in the male grooming and personal care space. ScoopWhoop has been a defining brand in digital content and it's a privilege to partner with the talented team to jointly accelerate our vision of becoming a Global Digital First FMCG conglomerate.”

Rishi Pratim Mukherjee, Co-Founder, ScoopWhoop, said, “Everyday, millions of young Indians depend on ScoopWhoop to help them discover and share the next cool thing in lifestyle and culture. Joining forces with the Good Glamm Group will help us significantly amplify our influence to power India’s largest content-culture platform.”