Creativefuel, the marketing and content agency founded by Nikhil and Tushar Sukhramani, has acquired celebrity blogging platform MissMalini Entertainment from The Good Glamm Group for Rs. 6 crore, according to industry sources.
The strategic acquisition includes MissMalini’s domain name and social media assets, while Good Glamm Group will retain the talent management division of the business.
Founded by Malini Agarwal, MissMalini Entertainment pioneered celebrity and lifestyle blogging in India and has built a substantial digital presence across multiple platforms. The MissMalini brand encompasses several key verticals including MissMalini Media, Girl Tribe, Ignite Edge, Agent M, and MM Studios.
This acquisition strengthens Creativefuel’s content portfolio, following its recent purchases of YouTube channels Hasley India and Pataakha. Industry analysts expect Creativefuel to leverage MissMalini’s established brand equity and loyal community to enhance its content capabilities and expand its digital footprint.
“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 Creativefuel executive.
The deal comes as Good Glamm Group recalibrates its business strategy amid financial pressures. The group had acquired MissMalini Entertainment in 2021 as part of its content-to-commerce strategy but is now divesting non-core assets to focus on its primary business verticals.
The transaction marks another significant consolidation in India’s digital content and influencer marketing landscape, which continues to evolve rapidly as brands seek integrated content solutions.
