Good Glamm Group, Dharma Productions Sign Three-year Brand Partnership Deal

As part of an exclusive three-year partnership between the Good Glamm Group and Dharma Productions, all theatre and OTT releases from Dharma Productions during this period will exclusively feature collaborations with the former's beauty brands.

This was revealed by Darpan Sanghvi, Founder and CEO, Good Glamm Group, in an interview with the Economic Times.

The collaboration with Dharma Productions will showcase St Botanica, Organic Harvest and MyGlamm brands through co-branded lines, limited edition launches and marketing campaigns released under the banner of Dharma Productions.

Sanghvi said, “Such associations are long-term brand-building platforms for us; as for the movies and releases, these will be promoted through our brand assets."

He mentioned ongoing discussions with three additional production houses and major studios for similar agreements spanning three to five years. He emphasised that these partnerships would maintain exclusivity, ensuring no overlap between them.

“Our focus is to get to profitability now. In the next two quarters, we have to become profitable so that we can look at a successful IPO next year. If our profitability plans are on track, we get three quarters of profitability and growth. Then we can look at the IPO by Diwali 2025,” Sanghvi added.