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BRND.ME Completes Sale of India Lifestyle Network to RPSG Group for $9 Million

This divestment marks a pivotal move in the startup’s portfolio simplification strategy as it prepares to raise fresh capital ahead of its IPO.

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Overview

  • BRND.ME sold India Lifestyle Network, which owns MensXP, iDiva and HYPP, to Kolkata-based RPSG Group for $9 million in May 2025, an 85 percent fall from its $60 million purchase price in December 2022.
  • RPSG Group has folded MensXP and iDiva into its Hook online media platform to widen its digital content offerings.
  • Founder Anagad Bhatia departed ILN earlier this year to take on the CEO role at Network18’s Firstpost and Creator18.
  • Under CEO Ananth Narayanan, BRND.ME has also divested stakes in Renee Cosmetics and wearable maker Pebble as part of its drive to exit non-core assets.
  • The ecommerce unicorn reduced its FY24 net loss by 31 percent to ₹155.8 crore while boosting operating revenue by 11.6 percent to ₹557.6 crore, and is in advanced talks to raise ₹220–250 crore in a pre-IPO bridge round.