The RP-Sanjiv Goenka (RPSG) Group has acquired India Lifestyle Network (ILN) — the parent company of digital media platforms such as MensXP, iDIVA, and HYPP — from BRND.ME (formerly Mensa Brands) for around $9 million. This deal reflects a steep decline from ILN’s earlier valuation of $60 million, indicating a nearly 85% drop in value. BRND.ME’s decision to sell stems from a strategic shift to concentrate on its core segments like health, wellness, and lifestyle, rather than any financial compulsion. Originally acquired in 2022 by Mensa Brands to blend content and commerce, ILN’s divestment signals a move away from its acquisition-heavy approach. Notably, ILN’s founder and former CEO, Angad Bhatia, exited earlier this year and has since joined Network18. For RPSG, the acquisition strengthens its presence in digital media and influencer marketing, particularly in the men’s lifestyle category. It is a strategic addition to their expanding media portfolio and aligns with a larger trend where traditional conglomerates are increasingly investing in digital-first content ventures and modern media platforms to tap into new consumer segments.
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