“The Good Glamm Group has earmarked Rs 100 cr investment for global expansion”

The Good Glamm Group, South Asia’s largest beauty & personal care conglomerate, has appointed Asad Raza Khan as its Global Commercial Officer. Khan is responsible for leading the entire international business for the Good Glamm Group increasing the footprint of the conglomerate globally.

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Headquartered in Dubai, this division will function as the international distribution and sales platform for the various beauty and personal care brands within the Group. The division targets growing a team of 45-50 employees by April 2023 across senior sales and marketing professionals.

Over the next 3 months, brands will launch in international markets with top retailers, both online & offline, ensuring the right focus and brand impact is given to each permutation geographically. 

In conversation with Adgully, Asad Raza Khan, Global Commercial Officer, The Good Glamm Group, speaks about his new role as Global Commercial Officer, his plans to increase the company’s footprint globally, GoodGlamm’s market share in the personal care industry and much more.

As per your LinkedIn profile, you joined the organisation in December 2021, so why is the announcement being made now? What is your current role in the organisation?

I had joined in a special role on strategy to design our international expansion. Now that the international structure has come into place with a team set up, we made the announcement. I will be responsible for leading the entire international business for the Good Glamm Group increasing the footprint of the conglomerate globally.  

How do you plan on increasing the footprint of the conglomerate globally?

The overall objective is to serve more consumers globally with our innovative brands. The first step will be to create drumbeat brands and resonate with consumers. After that expand brands based on the needs of consumers of those markets. We are starting with the Middle East and South Asia and will build on that. 

What is the end objective behind the entire rejig of The Good Glamm Group?

This move reflects the Group’s focus on unlocking structural efficiencies, while building revenue synergies, as it consolidates the successful integration of its 11 acquisitions in the past year. 

How has your content creator ecosystem evolved and how are you nurturing the creators?

The content creator ecosystem has definitely evolved over the years and is today recognised as a mainstream profession. Within The Good Glamm Group, we have Good Creator Co, which is India’s largest influencer platform and is an amalgamation of Plixxo, Winkl, Vidooly, Bulbul and MissMalini’s influencer and talent management division. 

Tracking over 1.5 million influencers, the Good Creator Co offers content creators and influencers access to the best brand campaigns, extensive monetisation opportunities, as well as affiliate and creator commerce programmes, celebrity talent management services and more via the app. Through the Good Creator Co app influencers can showcase their work, network with one another, gain access to cutting edge resources and masterclasses to accelerate their growth along with GCC’s powerful database for all service providers.

The Good Glamm Group has made 11 acquisitions in the past year. Could you share some details about the same?

The Good Glamm Group recently announced the consolidation of its overall group structure post these 11 acquisitions they made. Led by Group Founder & CEO Darpan Sanghvi, Group Co-founders Priyanka Gill and Naiyya Saggi, the structure consolidates Good Glamm Group companies into independent Brands, Media and Creator divisions: 

Good Brands Co led by Sukhleen Aneja, is India’s largest portfolio of DTC beauty and personal care brands: MyGlamm, St Botanica, The Moms Co, Organic Harvest, Sirona and BabyChakra. While horizontal functions are being centralised to unlock efficiencies, each brand has appointed a Chief Business Officer (CBO) with extensive brand management experience who is working with the founders of the brand. Over the next 2-3 years, as brand founders exit, the CBO will continue to lead their respective brand maintaining continuity and consistency. The Group’s brands will continue to leverage the content-creator moat to increase DTC revenues and leverage the offline distribution strengths of the Good Glamm Group. This strategy has resulted in a rapid scale up of new customers for each brand. Consequently, revenue for brands that have been integrated for 6 months within the Good Glamm Group ecosystem has grown 300% and brands that have been integrated for 3 months has grown 200%. 

Good Media Co led by Priyanka Gill is one of India’s largest digital media companies comprising POPxo, ScoopWhoop, MissMalini and BabyChakra. Each digital media platform has a unique user demographic. The four platforms continue to function independently with the back-end teams being centralised. They collaborate across lateral functions like data and growth to provide a richer experience for users on all platforms. With over 200 million users across digital media platforms, the Good Media Go generates over 4.5 billion impressions. The Good Media Co platforms create engaging content and also amplify beauty and personal care brands within the Good Brands Co to their user bases. The Good Media Co also further magnifies the influencer reach and activations of Good Creator Co.

Good Creator Co led by Sachin Bhatia is India’s largest influencer platform and is an amalgamation of Plixxo, Winkl, Vidooly, Bulbul and MissMalini’s influencer and talent management division. As part of the consolidation, Plixxo, Winkl and Bulbul have come together to form the core of the Good Creator Co platform. Vidooly will continue to function independently as well as powering analytics for Good Creator Co. MissMalini’s talent management arm, IgniteEdge is now the Good Talent Network, a division of Good Creator Co. Tracking over 1.5 million influencers, the Good Creator Co provides a single integrated platform for creators to earn, learn and increase their follower base while also working with hundreds of external brands to power their influencer commerce campaigns. Importantly, the Good Creator Co provides a cost-effective platform to increase the reach and awareness of the brands of Good Brands Co driving revenues. 

How has the beauty and personal care market grown in the past few years? Where does The Good Glamm Group stand in the market?

The Beauty and Personal Care market in India is $24 billion in 2021 and the market will grow annually between 8%-10% CAGR over the coming years. In the Middle East it’s a $40 billion market, which will grow 5% year on year in the coming 5 years. The 900% growth is for clean products (eco-friendly and no nasties). Trends and consumer behaviour also show the focus more on personal care with a strong emphasis on self-care. Additionally, consumers like to associate themselves with brands who are responsible when it comes to their beauty business practices. Being eco-friendly and cruelty-free are table stakes today for any brand today. 

What are the future expansion plans for The Good Glamm Group?

The Good Glamm Group recently announced its international division with plans to expand to the Middle East and Southeast Asia with an international revenue target of $150 million for the Group’s brands over the next 3 years. The international division opens up new markets for the Group’s brands. The Good Glamm Group has earmarked Rs 100 crore investment for international expansion. Over the next 3 months, various brands of the Group will launch in international markets with top retailers both online & offline ensuring the right focus is given to each brand globally.