BaaziNow

May 30, 2023

Read by: 100 Industry Professionals Read by 100 Industry Professionals Representative image (iStock) Mensa Brands has acquired India Lifestyle Network (ILN) from Times Internet . With ILN, men’s lifestyle vertical MensXP , women’s lifestyle vertical iDiva and influencer marketing platform Hypp have all come under the umbrella of Mensa Brands . Following the acquisition, these platforms will continue to function as independent brands and keep focusing on their respective markets, media reports suggest. “Together, we at iDiva and MensXP reach more than 40 million monthly visitors on our platform and approximately 250 million monthly visits across all of our social platforms. Aside from being the largest destinations in their segments, our brands have built a tentpole position amongst younger audiences,” said Angad Bhatia , chief executive officer, ILN in a blog. Advt “Not only are we aiming to become a formidable force in the content commerce field, we are extremely excited to work closely with Ananth and the larger Mensa team in building a portfolio of brands that resonates with our audiences and, ultimately, the Indian Gen-Z. With our partnership with Mensa, I am excited to magnify iDiva’s vision and goal of becoming India’s largest women-centric platform that not only caters to the needs of its community but a credible voice for women everywhere,” he added. Ananth Narayanan , founder and CEO of Mensa Brands, said, “With MensXP and iDiva’s deep understanding of the young Indian audiences, robust content creation capabilities, and credible creator network, together we will build clutter-breaking and culture-defining lifestyle brands. We are excited to partner with Angad and his team as they bring complementary skills while sharing common values.” Satyan Gajwani , vice chairman of Times Internet , bid adieu to ILN, “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 certainly help accelerate their vision. We are proud of our teams and of Angad, the leader and conceptual force behind the businesses, and wish them the best at Mensa.” Founded in 2007 by Bhatia, MensXP was acquired by Times Internet in 2012. Advt Disclaimer: It should be noted that ETBrandEquity.com is owned by Times Internet Limited, a subsidiary of Bennett and Coleman Limited (BCCL)