D2C rollup Unicorn Mensa Brands acquires MensXP, iDiva, And Hypp from Times Internet for Undisclosed Sum

Mensa Brands Ananth Narayanan

MensXP, iDiva, and Hypp were acquired by Mensa Brands from Times Internet for an undisclosed sum. The startup also works with India Lifestyle Network, the organization that owns the acquired brands.

The acquisitions will help Mensa strengthen its brand-building capabilities and create synergies in creating a consumer brand centered around digital.

It is wise to remember that Mensa Brands acquired MensXP and iDiva for almost $100 million in June.

MensXP, iDiva, and Hypp will continue to operate independently after the acquisition. According to Mensa Brands, these companies collectively receive more than 250 million monthly visitors across all social media platforms and more than 40 million monthly visitors to their websites.

In total, Mensa has acquired eight startups since the beginning of 2022, including the wearable brand Pebble, the peanut butter company MYFITNESS, the gardening startup Trustbasket, the D2C startup Florona, and the leather goods producer Estalon, among others.

MensXP created in 2017 is a men-focused portal that publishes content in lifestyle categories. iDiva, a platform for women that was founded in 2009, creates content in a variety of categories, including beauty, fashion, health & wellness, and lifestyle.

A full-stack creator management and marketing platform for digital influencers called HYPP are situated in Gurugram.

“India Lifestyle Network started as a way for our community to consume media. It is becoming a platform where they discover new products, get inspired by fashion, beauty, and health, and make better lifestyle choices. India Lifestyle Network and Mensa will together be a formidable force in content commerce,” said Angad Bhatia, founder, and CEO of MensXP, iDiva.

Anath Narayanan, the former CEO of Myntra, founded Mensa in 2021 with the primary goal of acquiring digital-first startups and scaling them across industries. Along with Kunal Shah of CRED, its cap table also includes Accel Partners, Prosus, Tiger Global, Alpha Wave, and Norwest Ventures.

“With MensXP and iDiva’s deep understanding of the young Indian audiences, robust content creation capabilities, and credible creator network, we will build clutter-breaking and culture-defining lifestyle brands,” said Ananth Narayanan, founder, and CEO of Mensa Brands.

Additionally, since its establishment, the unicorn has acquired more than 20 D2C firms, including Karagiri, Pretty Krafts, LilPicks, High Star, and Priyaas.

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