The move marks a major step in Creativefuel’s expansion strategy as it strengthens its foothold in the digital content & influencer ecosystem.
Mumbai: Creativefuel, marketing and content agency founded by Nikhil and Tushar Sukhramani, has reportedly acquired MissMalini Entertainment from The Good Glamm Group (GGG) in a deal valued at INR 6 crore, sources said. The move marks a major step in Creativefuel’s expansion strategy as it strengthens its foothold in the digital content and influencer ecosystem.
Under the terms of the agreement, Creativefuel will take ownership of the MissMalini domain name and its social media assets, while the talent management vertical of the business will remain with Good Glamm Group. The acquisition gives Creativefuel control of one of India’s most iconic digital lifestyle brands, originally founded in 2008 by Malini Agarwal.
MissMalini Entertainment, known for pioneering celebrity and lifestyle blogging in India, was part of GGG’s content portfolio since 2021. The platform includes key verticals such as MissMalini Media, Girl Tribe, Ignite Edge, Agent M, and MM Studios. With this acquisition, Creativefuel is expected to leverage MissMalini’s brand equity and loyal community to scale its content capabilities across platforms.
This acquisition follows Creativefuel’s recent buys of YouTube channels Hasley India and Pataakha, reflecting a clear intent to build a diverse digital entertainment portfolio.
“MissMalini has long been a cultural touchstone in India’s digital storytelling space. Bringing it into our fold allows us to amplify its voice and legacy in new ways,” said a senior executive from Creativefuel.
Meanwhile, the seller, The Good Glamm Group, continues to recalibrate its business focus amid growing financial pressure. The group, which had previously acquired MissMalini as part of a larger multi-brand content play, is in the process of divesting several non-core assets.
Backed by marquee investors such as Warburg Pincus, Accel, Prosus, and Bessemer, GGG has recently sold Sirona back to its founders, offloaded ScoopWhoop and exited its stake in sneaker brand 7-10.
The group is also reportedly exploring sales of Organic Harvest and The Moms Co. The group is experiencing a dramatic fall as it is also looking to raise 150–240 crore rupees in new funding at a slashed valuation of under $120 million, a whopping low from its $1.26 billion peak.
For Creativefuel, the MissMalini acquisition reinforces its ambitions to become a leading force in India’s next-gen content and media space, building a network of strong digital properties with robust engagement and monetization potential.