MUMBAI: In the world of content queens and digital clout, the original ‘blogger-to-brand’ icon has just switched sides. Missmalini Entertainment - the sparkly pioneer of India’s celeb-and-lifestyle blog boom - is now officially part of the Creativefuel empire.
Price tag?
A cool Rs 6 crore.
Sass?
Still intact.
Creativefuel, the marketing and content agency run by brothers Nikhil and Tushar Sukhramani, has been on a buying spree like an influencer with a fresh credit card. The latest in their cart? The domain and social media assets of Missmalini, once the glittering jewel in the Good Glamm Group’s content crown.
“Missmalini has long been a cultural touchstone in India’s digital storytelling space. Bringing it into our fold allows us to amplify its voice and legacy in new ways,” said a senior executive from Creativefuel.
Under the deal, Good Glamm Group keeps the talent management vertical while parting ways with the brand’s core online presence. Essentially, Creativefuel gets the stage and the spotlight - GGG keeps the backstage crew.
Missmalini Entertainment was founded in 2008 by Malini Agarwal and shot to stardom by blogging Hindi cinema before Hindi cinema knew what blogging was. GGG bought it in 2021 as part of its multi-brand content strategy - but with rising pressure to cut the fat, they’re now selling off the family silver.
This is not an isolated event. GGG, once the unicorn strutting in sequins, has been quietly divesting. It’s already sold Sirona back to its founders, waved goodbye to Scoopwhoop, and exited its sneaker fantasy, 7-10.
Rumours swirl that Organic Harvest and The Moms Co. are next on the auction block.
Meanwhile, the group is reportedly raising Rs 150–240 crore at a drastically slashed valuation—down from $1.26 billion to a humbling sub-$120 million. Ouch.
But for Creativefuel, it’s all opportunity and optimism. This move follows their recent pick-ups—Youtube channels Hasley India and Pataakha - positioning them as serious players in the ‘digital entertainment multiverse’.
Their game? Build a media house that dances across platforms and demographics, blending viral with viable.
Missmalini’s portfolio comes with strong verticals like Girl Tribe, Ignite Edge, Agent M, MM Studios and of course, its juicy celeb gossip heritage. Add Creativefuel’s marketing chops, and you've got a cocktail with brand equity, nostalgia, and serious monetisation mojo.
