The Good Glamm Group, once India’s leading content‑to‑commerce “house‑of‑brands,” will cease operating as a single entity after lenders enforced their charge on its individual brands, founder Darpan Sanghvi announced Wednesday.
In a LinkedIn post, Sanghvi confirmed that each brand will now be sold separately to new owners, ending the group’s unified structure after nearly eight years of aggressive expansion.
Sanghvi attributed the breakup to the group’s complex ownership and financing arrangements, which he said precluded a time‑sensitive, group‑wide resolution. “Our lenders have decided to enforce their charge on the individual brands under the Good Glamm Group,” he wrote. “Instead, the brands will be sold one by one and will operate individually under new owners.”
The announcement follows months of restructuring efforts that included refinancing talks, partial brand divestments and strategic investments. Despite raising capital during the 2021 funding boom and acquiring marquee names such as POPxo and BabyChakra, Good Glamm’s aggressive roll‑up strategy strained its finances.
High acquisition multiples for niche D2C brands proved difficult to sustain amid slower‑than‑expected growth, triggering default notices last year from investors in Sirona and The Moms Co.
In February, Good Glamm sold Sirona back to its founders for Rs 150 crore, far below the Rs 450 crore acquisition price, and offloaded media arm ScoopWhoop for Rs 18–20 crore, a fraction of its original Rs 100 crore valuation.
Boardroom turbulence followed, with representatives from Accel, Prosus Ventures and Bessemer departing in January 2025. Senior executives, including The Good Brands CEO Sukhleen Aneja and co‑founders Priyanka Gill and Naiyya Saggi, also exited amid the turmoil.
Aiming to minimise the fallout, Sanghvi outlined measures to protect stakeholders. He is working with lenders and prospective buyers to ensure smooth transitions, expedite outstanding payments and facilitate employee placements with new brand owners.
In a personal commitment, Sanghvi pledged 25% of his future post‑tax salary and equity gains toward settling any unpaid employee dues if brand‑sales proceeds fall short. He also plans to establish a Good Glamm Restitution Fund within 60 days, financed by equity in his future ventures, to compensate vendors and shareholders.
Founded as MyGlamm in 2017 and rebranded in 2021, the group once epitomised the content‑to‑commerce model by integrating digital media with D2C beauty and lifestyle brands.
However, rising operational complexities and mounting debt have unravelled the conglomerate, forcing a return to standalone operations. As each brand negotiates its own fate, Sanghvi said he remains committed to “making good on our obligations” and ensuring that the “talent and purpose” behind each label continue under new stewardship.
