The D2C unicorn Mensa has acquired MensXP, iDiva, and Hypp from Times Internet.
What's happening: This acquisition will work towards enhancing Mensa’s digital brand-building capabilities and provide synergies in building a digital-first consumer brand
The three platforms together have 40+ million monthly visitors on the web and 250+ million monthly visitors across their social media platforms whilst owning several of the internet's well-loved IPs like Honest Reviews and South Delhi Girls.
Why it matters: Mensa Brands became a unicorn startup in just six months after taking over $218 million in funding. This money is then used to acquire established DTC brands.
According to CrunchBase, The company has acquired more than 20+ Brands such as MyFitness, Pebble, MensXP, etc.
Sidenote: Mensa Brands is an investment company, which means that they don't create any brands from scratch, They buy existing established brands and enhance their marketing efforts with cash injections.
One such brand is MyFitness which was acquired by Mensa on Sep 12, 2022, for an undisclosed amount. After that, the company's marketing efforts increased by 30%.
Who is involved: MensXP and iDiva are content media companies that focus on lifestyle-related content these were acquired by Times Internet in 2012.
Both these platforms' parent company is Indian Lifestyle Network (IIL) headed by Angad Bhatia who was also the CEO of the media giant, India Times.
Mensa will use these companies to promote its D2C brands, which will reduce its marketing expense.
What was said: Angad Bhatia, Founder, and CEO of MensXP and iDiva, said, “India Lifestyle Network and Mensa will together be a formidable force in content commerce. We are excited to work closely with Ananth and the larger Mensa team in building a house of brands. “
Summary: Mensa Brands acquires three top social media platforms from Times Internet enabling it to quickly become a huge brand with a wide following and vast markets.
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