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When I first started MensXP with my brother back in 2009 after a few failed attempts, little did my newbie mind know at the time that, one day, I would be standing in front of Asia’s largest growing unicorn, Mensa Brands, negotiating a partnership deal. We’ve come a long way and I couldn’t have been more proud of the countless talented people over at India Lifestyle Network who’ve made this journey possible.
Today, in a historic move for the Indian content-commerce industries, Mensa—the nation’s biggest D2C brand—has acquired our coveted ILN brand from under the umbrella of Times Internet Limited. I can proudly stand at the forefront and say ILN brings to the table iDiva, MensXP and Hypp—leaders in women and men’s lifestyle verticals, as well as influencer marketing respectively.
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Video credit: iDiva
With iDiva, the upward curve has been nothing short of meteoric. When we arrived at our first ‘viral’ moment with the Kusha Kapila and Dolly Singh-starrer ‘South Delhi Girls’ video breaking the internet, I don’t think I could’ve been prepared for what was to come. In the 13 years that we’ve been around, I would like to believe that we’ve made a difference in the women’s lifestyle space—creating some of India’s biggest social media stars; incorporating different languages; as well as launching innumerable digital covers with legends like Kajol, Karan Johar, Janhvi Kapoor and more. It’s a feat we couldn’t have done without the utmost support of our loyal fans and readers. This one’s to you!
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, creating some of India’s most popular and loved IPs, such as Honest Reviews, South Delhi Girls and SLUT. Truly, a remarkable feat that I am proud to be a part of! Coco bhaiyya, we’ve arrived!
Mensa X ILN is a formidable force & a historic merger
Image Credit: Angad Bhatia
Our core brands have always created stories that matter to this generation. When we started, our aim was to change the way our community consumes media. With the sheer hard work and grit of our talented in-house team, we increasingly became a platform where people discover new products, and get inspired by fashion, beauty and health in order to make better lifestyle choices.
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.
Image credit: Ananth Narayanan
In the words of Ananth Narayanan, Founder & CEO of Mensa Brands: “Our vision at Mensa is to build a technology and content-enabled portfolio of lifestyle brands. 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. We look forward to harnessing the synergies we share and build customer-loved household brands.”
Image credit: Satyan Gajwani
As we say goodbye to our former home, we take encouragement from Satyan Gajwani, Vice Chairman of Times Internet, who bid us adieu with: “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 behavior. 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.”
I thank Times Internet Limited and Satyan for nurturing our company from inception to adulthood. It’s been a journey I wouldn’t do any other way. Here’s to a bright future that’s better together!
Lead credit: iDiva Title: Mensa brands acquires India Lifestyle Network Alt: iDiva is now a part of Mensa Brands
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