Times Internet sells MensXP, iDiva, and Hypp to Mensa.
Mensa Brands, India’s largest D2C house of brands, has partnered with India Lifestyle Network and acquired MensXP, iDiva, and Hypp – leading destinations in the men’s lifestyle, women’s lifestyle, and influencer management spaces, respectively – from Times Internet. The latest acquisitions will enhance Mensa’s digital brand-building capabilities and provide synergies in building a next-gen, digital-first consumer company.
“Together, these properties reach more than 40 million monthly visitors on-platform and 250 million monthly visits across social platforms. Aside from being the largest destinations in their segments, they have built tentpole positions in their categories with Indian youth audiences, with some of India’s most popular and loved IPs, such as Honest Reviews and South Delhi Girls,” a company statement said. Post-acquisition, the platforms will continue to operate as independent brands and destinations in their respective segments, it added.
“We are proud to have nurtured and developed such iconic brands for the next generation of India. More than just being content destinations, these brands have proven to be impactful in shaping customer purchase behaviour. Ananth and Mensa have a powerful concept, and these businesses will help accelerate their vision. We are proud of our teams and of Angad (Bhatia), the leader and conceptual force behind the businesses, and wish them the best at Mensa,” said Satyan Gajwani, vice-chairman of Times Internet.
Angad Bhatia, founder & CEO of MensXP, iDiva, said, “At our core, our brands have always created stories that matter to this generation. India Lifestyle Network and Mensa will together be a formidable force in content commerce. We are excited to work with Ananth (Narayanan) and the Mensa team in building a house of brands.”
Ananth Narayanan, founder & CEO of Mensa Brands, said, “Our vision is to build a tech and content-enabled portfolio of lifestyle brands.”