Mensa Brands is in talks to acquire Times Internet’s MenXP and iDiva in a $100 million deal

• ByStartupStory     |    June 25, 2022

D2C e-unicorn commerce’s roll-up Mensa Brands is getting ready to buy MensXP, a platform for content commerce, and iDiva from Times Internet. The two have worked out a contract that will probably be revealed soon. Through the acquisition, Mensa Brands will have access to both MensXP and iDiva’s broader millennial client base. The estimated size of the transaction is $100 Mn.

MensXP has begun reorganising its workforce and moving its brand solutions and sales staff to other Times Internet verticals, such IndiaTimes. MensXP will thus become the third significant brand within the Times Internet umbrella to be off-loaded as a result.

For the past six months, the agreement has been in the works. This is not a liquidation auction. MensXP is prospering. According to a source with knowledge of the situation, Mensa Brands and MensXP have complementary visions, therefore this is sort of a partnership or the creation of something extremely large.

With a combined reach of more than 200 million people across platforms and more than 20 of India’s fastest-growing D2C businesses, the merger will combine brand-building skills, distinctive audiences, and communities through MensXP and iDiva. Mensa Brands encompasses a number of brands that cater to both men and women. On social media networks, MensXP and iDiva both have sizable fan bases. The quickest Indian firm to become a unicorn, Mensa Brands, has been on an acquisition binge. It entered the wearable devices market last week by acquiring Pebble.

A lifestyle portal for guys, MensXP was established in 2009 by Angad Bhatia. It was bought by Times Internet three years after its founding. MensXP started its content-to-commerce play in 2019. MensXP specialises in producing content on health, grooming, topical issues, and fashion for men. 

The internet video platform iDiva specialises in women and produces content on hot issues. The company provides material on a variety of hot themes, including relationships, fashion, beauty, and health and wellness.

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