CEO of Good Glamm Group, Darpan Sanghvi

Good glamor grouppioneering the ‘house of brands’ model in the direct-to-consumer (D2C) space, it acquired more than 10 brands between August 2021 and March 2022. However, this strategy has posed the challenge of seamless integration, according to Darpan SanghviFounder and CEO of Good Glamm Group.

“Integration is a challenge that we have learned to overcome over time,” said Darpan, speaking at the 13th edition of technological sparks, YourStory’s flagship tech startup summit. It also risks the group losing its core focus: building a great brand with complementary, consumer-focused businesses.

Brand house strategy refers to the practice of acquiring multiple companies from all sectors and uniting them under a single parent company.

Over the past year, The Good Glamm Group has acquired several companies, including feminine hygiene brand sironamom and baby platform BabyChakradigital media platform ScoopWhooppersonal care brand Botanical Streetand celebrity talent management platform Miss Malini Entertainment.

It has consolidated its business into three verticals: Good Brands led by Sukhleen Aneja, Good Media led by Priyanka Gill and Good Creator led by Sachin Bhatia.

“When we acquired PopXO, and Priyanka and I came together, the content trade worked. We wanted to make it the largest content platform. That’s when BabyChakra and ScoopWhoop happened. We decided it was time to build the largest influencer platform in India and that is exactly what we have done,” added Darpan.

He pointed out that companies that implement this model must keep in mind the end goal and ensure that each business offers value to other companies. For Good Glamm Group, it was “innocent optimism” that helped keep a synergy between different companies under one roof and change the way the beauty business operates in India.

While Good Glamm Group competes with Nykaa, Curefoods and FMCG conglomerate Procter and Gamble (P&G), it keeps a watchful eye on the former.

Nykaa continues to inspire the Good Glamm Group team, reveals Darpan, especially when it comes to convincing consumers that beauty products can be sold online. The group also anticipates a public listing by the end of 2024, and is currently focused on achieving strong operating metrics over the next two years.

Meanwhile, the company is also doubling down on its offline expansion, as well as redirecting focus on the men’s personal care and grocery segments.

“In India there are no brands that generate 10,000 crores. You need multiple marks in verticals. That’s what we did,” Darpan said.

Techsparks 2022 GIF