Creativefuel acquires MissMalini from The Good Glamm Group for Rs 4 Cr

The acquisition has been done in an asset transfer deal

by e4m Staff
Published: May 2, 2025 4:22 PM | 2 min read

Creativefuel, a meme marketing and digital content agency, has acquired MissMalini, the iconic lifestyle and pop-culture brand, from The Good Glamm Group in an asset transfer deal valued at INR 4.1 crore. This step furthers Creativefuel’s ambition to become India’s leading bootstrapped digital media powerhouse.

The acquisition includes MissMalini’s digital media and social IPs, while the talent management division will continue to be operated by The Good Glamm Group. Known for pioneering India’s influencer-driven celebrity and lifestyle content space, MissMalini has remained a defining voice in digital entertainment for over a decade. With this move, Creativefuel adds a powerful legacy brand to its growing arsenal of digital-first IPs.

This strategic buyout follows Creativefuel’s recent acquisitions of YouTube communities Hasley India and Pataakha, cementing its position as a formidable force in content creation for Gen Z and millennial audiences. The company now owns and operates some of the most influential media properties on the internet, including Sarcasm (India’s largest meme community) and ScrawledStories.

“We are creating India’s first profitable, bootstrapped house of brands,” said Tushar Sukhramani, Co-founder of Creativefuel. “With the inclusion of MissMalini, our portfolio now spans across entertainment, lifestyle, and meme culture — allowing us to speak to India’s digital generation in every format and every tone.”

Founded and run independently without external funding, Creativefuel has become a disruptor in the advertising and content ecosystem. With a team of over 200 people, the agency has executed more than 5,000 brand and entertainment campaigns, consistently leveraging meme-led strategies and cultural storytelling.

“MissMalini is not just a brand; it’s a cultural icon,” added Nikhil Sukhramani, Co-founder of Creativefuel. “Our goal is to bring it back to the forefront of digital lifestyle conversations, powered by storytelling, scale, and our signature Creativefuel edge.”