Darpan Sanghvi, Group Founder & CEO, Good Glamm Group & Rahul Agarwal, CEO, Organic Harvest, tell us about the synergies the partnership brings and the road ahead
Good Glamm Group, the content-to-commerce conglomerate, recently acquired a majority stake in Organic Harvest, a ECOCERT certified Beauty and Personal care brand. This marked the entry of Good Glamm Group in the Organic BPC (Beauty & Personal Care category) and the company invested a further Rs 75 crore in growing the brand.
The foundation for the group was laid in August 2020, when MyGlamm acquired POPxo & Plixxo. In September 2021, the Good Glamm Group, a digital FMCG conglomerate built on its content to commerce strategy, was formalised. Since then the Good Glamm Group has been on a shopping spree and acquired The Moms Co, Scoopwhoop, St. Botanica, MissMalini Entertainment, Winkl & Vidooly and invested in Sirona Hygiene.
In January 2022, Plixxo, MissMalini, Winkl and Vidooly were spun off from Good Glamm Group to form the Good Creator Co. In conversation with exchange4media, Darpan Sanghvi, Group Founder & CEO, Good Glamm Group and Rahul Agarwal, CEO, Organic Harvest, tell us about the synergies this partnership brings and the road ahead for Organic Harvest and the Good Glamm Group.
How does Organic Harvest fit in the larger scheme of things for the Good Glamm Group?
Darpan Sanghvi: Organic Harvest has the largest portfolio of organic beauty personal care products in India. The Naturals category is the largest category within the beauty and personal care segment in India and we were looking to enter this space as we believe organic is the future. Currently, organic beauty is a small but fast-growing market that requires consumer education.
Rahul Agarwal has built an amazing brand Organic Harvest and this was a great opportunity for us to enter the organic space. The second synergy was that Organic Harvest has predominantly been an offline brand with around 25,000 to 30,000 points of sale (POS). The Good Glamm Group has about 30,000 POS and with us coming together, collectively now we have 50,000 points of sale. The other brands in our group can leverage Organic Harvest’s offline distribution. On the other hand, Organic Harvest can use the content-to-commerce engine of the Good Glamm Group to quickly scale online.
Rahul Agarwal: Organic Harvest has been in the market for nine years and traditional offline face-to-face distribution is in our DNA. By joining hands with The Good Glamm Group, we now have the massive reach that the group brings to the table, in terms of the content platforms as well as the influencers and then converting that communication into e-commerce with the help of D2C marketplaces. This deal was a no-brainer. We took the decision in a span of 30 minutes as both of us saw this to be a natural fit.
How is your vision and goal aligned to accelerate the company’s presence in India and globally?
Rahul Agarwal: As mentioned, we are currently present in close to 30,000 outlets in India. Globally, we are present in 10 countries, of which we have physical distribution in seven countries, i.e. six in GCC (Gulf Cooperation Council) and Nepal and we are present in the US, UK, Canada through online distribution. As we expand globally, we have the content-to-commerce playbook template used in the Indian market ready which we are trying to replicate in the global market. The same synergy will help us in connecting to the global consumers.
