Mumbai: The Good Glamm Group, a direct-to-consumer beauty and personal care conglomerate, has announced the completion of its 100% acquisition of The Moms Co.. This milestone follows the group’s successful completion of its acquisition of Sirona and increased shareholdings in other portfolio brands, including Organic Harvest and Winkl.
The Good Glamm Group initially acquired a majority stake in The Moms Co. in October 2021 through a cash-and-stock deal, resulting in partial exits for the founders and complete exits for investors such as DSG Capital and Saama Capital. Over the past two years, Good Glamm Group has progressively acquired the remaining shares from the founders, marking the final step in the acquisition process.
Since the initial acquisition, The Moms Co. has been seamlessly integrated into the Good Glamm Group’s operations. The integration has been marked by rapid growth, especially in its direct-to-consumer (DTC) business model, leveraging Good Glamm Group’s content-creator-commerce flywheel. The brand has seen a remarkable increase in digital reach and customer base since the acquisition:
Social Media Reach:
Pre-Acquisition: 3 million
Current: 14 million
Growth: 350%
Transacted DTC Customers:
Pre-Acquisition: 25,000
Current: 3.2 million
Growth: 12,500%
The Moms Co. has not only strengthened its presence in the Indian market but also expanded internationally, retailing in major Middle Eastern retailers such as Carrefour and Lulu in the UAE. The brand is now gearing up for further international market expansions.
The founders of The Moms Co., Malika Sadani and Mohit Sadani, expressed their excitement over the integration, saying, “It has been wonderful to see the Good Glamm team integrate The Moms Co. across various functions and grow the brand over the last two years. We continue to cheer for and are excited for what lies ahead for The Moms Co. and the Good Glamm Group. We wish the teams all the success in this next phase of growth.”
Darpan Sanghvi, Group Founder of Good Glamm Group, commented on the acquisition, “It has been an incredible journey integrating The Moms Co. into the broader Good Glamm Group framework to scale the business across D2C, offline, and international markets. The Moms Co. is highly trusted for its proven efficacy among moms and babies. The brand experienced significant growth over the last two years and we aim to maintain this momentum by leveraging our content-to-commerce growth engine.”
In line with its mission to support mompreneurs, The Moms Co. launched the pioneering initiative, ‘The Mompreneurs Show – The Hunt for India’s Top Mom-led Startups’, in August 2023. The show garnered over 1 lakh registrations from mom-led startups, with 80 finalists receiving mentorship from industry leaders. The top three winners received financial and marketing grants from The Good Glamm Group, as well as potential co-investments from the advisory board and jury members.
Looking ahead, the Good Glamm Group is committed to further innovation, market expansion, and customer satisfaction. The group plans to introduce new products, accelerate its international presence, and enhance digital capabilities to maintain a competitive edge in the fast-evolving beauty and personal care industry.
