In a strategic divestment move, roll-up ecommerce unicorn BRND.ME (formerly known as Mensa Brands) has reportedly sold India Lifestyle Network (ILN)—the parent company of digital media brands MensXP, iDiva, and HYPP—to the RPSG Group, a Kolkata-headquartered conglomerate. According to sources cited by Inc42, the deal was valued at approximately $9 million and was executed as an all-cash transaction.
This sale marks a significant drop in ILN’s valuation—nearly 85% lower than the $60 million valuation at which Mensa Brands had originally acquired the digital content company in December 2022. The sharp markdown highlights a shifting focus for BRND.ME and broader trends affecting digital media and influencer-driven platforms in India.
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ILN’s Digital Media Portfolio
Founded in 2017 by Angad Bhatia, ILN has built a strong content ecosystem targeting millennials and Gen Z audiences through its various brands:
- MensXP: A men-centric platform offering articles, videos, and curated content across fashion, grooming, health, relationships, and lifestyle.
- iDiva: A popular women-focused digital destination, covering topics such as beauty, wellness, fashion, relationships, and pop culture.
- HYPP: A full-stack influencer marketing and creator management platform, HYPP connects brands with digital creators for targeted marketing campaigns.
These platforms collectively positioned ILN as a prominent voice in the Indian lifestyle and digital influencer space, appealing to both urban and semi-urban youth.
A Strategic Shift for BRND.ME
The sale signals a strategic pivot by BRND.ME, which has increasingly focused on scaling consumer product brands rather than managing content-heavy digital platforms. With a business model centered on acquiring and growing digital-first D2C (direct-to-consumer) brands, BRND.ME likely saw limited synergy with ILN’s media-oriented operations in the long term.
By divesting ILN, BRND.ME can refocus capital and operational bandwidth on its core ecommerce ventures—an important move amid rising competition and funding pressure in the Indian D2C space.
RPSG Group’s Digital Media Expansion
For RPSG Group, acquiring ILN represents a strategic entry or expansion into India’s digital content and influencer marketing space. With media consumption rapidly shifting online, and digital creators commanding increasing influence over brand decisions, ILN’s platforms could provide RPSG with a ready-made infrastructure and audience base.
The acquisition could potentially be leveraged to diversify the group’s content strategy, align it with its consumer-facing businesses, or even build a unified digital lifestyle brand ecosystem.
Conclusion
The sale of India Lifestyle Network by BRND.ME at a steep markdown reflects evolving market dynamics in the Indian digital media landscape. While the drop in valuation may appear sharp, it underlines the broader industry trend of focusing on profitability and core competencies amid tighter capital conditions.
As BRND.ME continues to consolidate its position in the ecommerce and D2C brand space, RPSG Group’s entry into lifestyle media via ILN could reshape how legacy businesses leverage digital content and influencers in a rapidly evolving consumer market.
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