6 Dec 2022 | 4 min Read
Dr Saroja Bhoi Hazra
Author | 2 Articles
Good things happen when good brands come together. There is no better example of this than the acquisition of Twinkle Khanna’s digital media company, Tweak India, by The Good Glamm Group–South Asia’s largest content-to-commerce conglomerate. The latter has acquired a 51% stake in the digital media company.
Since its launch in 2019, Tweak India’s ethos of ‘minimum effort, maximum impact’ has helped it earn a highly engaged audience comprising urban, upwardly mobile women. Tweak India’s credibility is built on offering expert advice, investigating unconventional topics, and putting relatable spins on issues from finance, pop culture, and wellness to relationships, style, and sustainable living.
Following this strategic partnership, Tweak India will function as a part of The Good Media Co. led by Priyanka Gill, Co-founder of The Good Glamm Group, and CEO of The Good Media Co. Additionally, Tweak India founder and CEO, Twinkle Khanna will continue with her role, and also become a shareholder of The Good Glamm Group.
The Good Media Co.’s portfolio of companies will now include POPxo, ScoopWhoop, MissMalini Entertainment, BabyChakra, and Tweak India. Each platform reaches a distinct user cohort clocking 150 million monthly active users and 4 billion monthly impressions. POPxo reaches out to young women between the ages 18-25 in Tier-II and III cities; at ScoopWhoop, the audience is predominantly male who are both millennials and GenZ. BabyChakra reaches out to new moms and is a one-stop for all mother-baby-related content. MissMalini reaches out to an audience with a strong interest in what is trending in Bollywood; and Tweak reaches out to a more mature audience of 25+ predominantly from tier-I cities with a deep interest in unconventional topics, relatable trends, pop culture, wellness, and relationships.
While sharing his thoughts following the partnership, Darpan Sanghvi, Founder, and CEO, of The Good Glamm Group said, “Twinkle is the first celebrity in India to establish a deep connection with the Indian consumers through a scaled-up and successful digital media company. We are excited to partner with the author and entrepreneur, Twinkle, to further take Tweak India to new heights and bolster The Good Glamm Group’s content-creator-commerce strategy.”
Talking about the impact this partnership will make, Priyanka Gill, Co-founder of The Good Glamm Group and CEO of The Good Media Co. added, “I have always admired Twinkle for her wit and grit and have been a fan of her books—she is a brilliant author. What Twinkle has built with Tweak India is phenomenal and I am really excited to welcome her to The Good Glamm family. We look forward to creating impactful content together at The Good Media Co. to reach and engage new audiences.”
Twinkle Khanna, Founder, and CEO of Tweak India also commented, “This strategic partnership will give Tweak India a cohesive platform to grow and optimise our strengths. In building a scalable business, one must always be ready to take the leap and I am positive that the merger with The Good Glamm Group will help me pull off a Produnova with three perfect somersaults and ensure that we land firmly on our feet.”
BabyChakra shared an Instagram post commemorating and welcoming Tweak India’s addition to The Good Media Co. In the post, BabyChakra shared, “Entrepreneur and mom @twinklerkhanna knows exactly how to keep it real and raw. She doesn’t shy away from telling it like it is and we love that about her.
From encouraging her kids to read to catch a break, to teaching them the importance of paving their own path in life, to sharing the real side of her marriage, she’s the queen of aphorism and we’re here for her pearls of wisdom.
We are super excited about our newest addition and can’t wait to show you what’s in stock!