Good Glamm Group, a leading direct-to-consumer company, has recently finalized an exclusive three-year partnership with Dharma Productions, a prominent player in the entertainment industry. In an interview with ET, Darpan Sanghvi, the founder and CEO of Good Glamm, discussed the details of this significant collaboration.
As part of this strategic partnership, all theatrical and OTT releases from Dharma Productions over the next three years will prominently feature collaborations with Good Glamm’s renowned beauty brands. St Botanica, Organic Harvest, and MyGlamm, which fall under the umbrella of Good Glamm, are slated to take center stage through in-movie and OTT placements.
The collaboration aims to showcase these beauty and personal care brands through co-branded lines, limited edition launches, and marketing campaigns, all released under the prestigious Dharma Productions banner. Sanghvi emphasized that such long-term associations serve as pivotal platforms for brand building, utilizing the movies and releases to promote their brand assets effectively.
Looking ahead, Sanghvi revealed ongoing discussions with three additional production houses and major studios for similar exclusive agreements, spanning three to five years. Importantly, these partnerships will be meticulously curated to maintain exclusivity and avoid any overlap between them.
Sanghvi shared the group’s immediate focus on achieving profitability in the next two quarters, with plans for a successful IPO by Diwali 2025 if profitability goals are met. The Good Glamm group boasts a diverse portfolio, including acquisitions of The Moms Co, Organic Harvest, Sirona, St Botanica, and BabyChakra. Additionally, they hold a stake in Twinkle Khanna’s media company, Tweak India, and operate the digital media and content platform ScoopWhoop.
