Dharma Productions signs three-year deal with Good Glamm Group

Good Glamm Group, a direct-to-consumer enterprise, has established an exclusive three-year partnership with Dharma Productions. This collaboration ensures that all theatrical and OTT releases from Dharma Productions during this period will feature partnerships with Good Glamm's beauty brands.

In an interview with ET, Darpan Sanghvi, the founder and CEO of Good Glamm, discussed the significance of this alliance. Beauty and personal care brands under Good Glamm, including St Botanica, Organic Harvest, and MyGlamm, will gain prominence through in-movie and OTT placements. The partnership will highlight these brands with co-branded lines, limited edition launches, and marketing campaigns under the Dharma Productions banner.

Sanghvi stated, “Such associations are long-term brand-building platforms for us; as for the movies and releases, these will be promoted through our brand assets."

He revealed that discussions are ongoing with three additional production houses and major studios for similar three- to five-year exclusive agreements, ensuring no overlap between partnerships.

“Our focus is to get to profitability now. In the next two quarters, we have to become profitable so that we can look at a successful IPO next year. If our profitability plans are on track, we get three-four quarters of profitability and growth. Then we can look at the IPO by Diwali 2025,” Sanghvi added.

The Good Glamm Group includes acquisitions such as The Moms Co, Organic Harvest, Sirona, St Botanica, and BabyChakra, as well as the digital media and content platform ScoopWhoop. The group also holds a stake in Twinkle Khanna's media company, Tweak India.