Good Glamm Group and Akshay Kumar team up for men’s personal care products
- ByStartupStory | March 31, 2023
Bollywood star Akshay Kumar and the Good Glamm Group have joined forces to establish a joint venture (JV) that will create personal care and wellness products for men, adopting the ‘house of brands’ strategy in the direct-to-consumer (D2C) sector. This collaboration is the latest entrepreneurial undertaking for Kumar, and it also represents the Good Glamm Group’s entry into the men’s personal care and wellness niche. Both parties will provide investment capital and collaborate to develop the business further.
According to a statement, Kumar expressed his desire to create natural yet effective products rooted in his holistic wellness teachings. “I am thrilled about the products we will be creating and the business we will be building together,” he added. The company also stated that the Bollywood star will be significantly involved in the development of the brand and products. Kumar has been following a rigorous personal care and wellness routine, including yoga, martial arts, exercise, and a balanced diet, for the last 45 years. His tried-and-true routine will be integrated into the product line, which is set to launch by mid-2023.
According to The Good Glamm Group’s Group Founder and CEO Darpan Sanghvi, Kumar personifies hard work, self-control, and a youthful appearance based on the holistic wellness principles. “We couldn’t have found a more genuine, dependable, and knowledgeable collaborator to create and introduce this one-of-a-kind product range,” he said. The joint venture will utilize the Good Glamm Group’s content-creator-commerce model, as well as Good Brands Co’s R&D capabilities and offline distribution network in more than 150 Indian cities. The Good Glamm Group, established by Sanghvi, Gill, and Saggi, is among South Asia’s largest content-creator-commerce beauty and personal care conglomerates, with a range of D2C beauty and personal care brands.
The “house of brands” model involves acquiring several companies from different industries and merging them under one parent company. The Good Glamm Group recently adopted this strategy by acquiring ScoopWhoop, a digital media and lifestyle content platform for men, in October 2021, as it prepared to enter the rapidly expanding DTC men’s grooming and personal care market.
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