Akshay Kumar and the Good Glamm Group have teamed up to launch a joint venture that aims to offer holistic personal care and wellness products for men in India. This partnership will involve both parties investing capital and collaborating to expand the business. The goal is to create innovative products using natural, active, and efficacious ingredients, which haven't been seen before in India.
As a leading male Bollywood celebrity with a massive social media following, Akshay Kumar will play a crucial role in brand and product development. With his 45 years of disciplined personal care and wellness regime, including yoga, martial arts, and a healthy diet, Akshay's practices will inspire the product range, which is set to launch by mid-2023.
Leveraging the Good Glamm Group's content-creator-commerce-community strengths, the joint venture aims to generate direct-to-consumer revenue through Good Media Co's 200 million monthly active users and Good Creator Co's over 1 million influencers. The partnership will also take advantage of Good Brands Co's R&D capabilities and offline distribution network, operating in over 150 cities in India.
Akshay Kumar said, “I have always wanted to create natural yet efficacious products based on all the learnings I have had and practiced in holistic wellness. The Good Glamm Group has built some of India’s largest and most loved DTC beauty and personal care brands and is very unique in its content-creator-commerce strategy. I am really excited about the products we will be developing and the business that we will be building together.”
Darpan Sanghvi, Group Founder, and CEO, The Good Glamm Group said, “Akshay epitomizes hard work, discipline, and age-defying looks based on natural principles of holistic wellness. We couldn't think of a more authentic, trusted, and knowledgeable partner to develop and launch this unique product line with.”
In October 2021, the Good Glamm Group acquired ScoopWhoop, India’s largest digital media and lifestyle content platform for men, in anticipation of the group's entry into the fast-growing DTC male grooming and personal care segment. Through ScoopWhoop the Good Glamm Group organically reaches 45 percent of the men on Facebook and Instagram in India. This joint venture with Akshay Kumar marks the launch of the men’s care category within the Good Glamm Group’s brand portfolio.