The RP-Sanjiv Goenka Group (RPSG) has taken a bold step into India’s digital media landscape by acquiring India Lifestyle Network (ILN), the parent company of digital men’s lifestyle brand MensXP. The group finalized the deal with BRND.ME (formerly known as Mensa Brands) for approximately USD 9 million, according to Viraj Chouhan, Group Corporate Affairs Officer and Vice President – Corporate Affairs, who announced the acquisition through a LinkedIn post.
This acquisition marks a significant moment not just for RPSG but also for the evolving intersection of content, commerce, and digital media in India. Chouhan highlighted that RPSG acquired ILN at a steep 85 percent discount, underscoring both the opportunity and volatility within the digital media sector. BRND.ME had originally acquired ILN from Times Internet in 2022 at a much higher valuation, but market dynamics have since shifted dramatically.
RPSG Targets Digital Media to Engage Younger Audiences
By acquiring ILN, RPSG strengthens its digital presence and strategically positions itself to capture the attention of India’s young, digitally savvy population. In his LinkedIn post, Chouhan described the deal as “a strategic play to actively contribute in a rapidly shifting media landscape and to leverage these platforms’ reach for future growth.”
RPSG recognizes the importance of engaging younger audiences who increasingly consume information, entertainment, and shopping content online. ILN, through MensXP, already holds significant influence within the men’s lifestyle category. The brand produces a wide array of content that covers grooming, fashion, relationships, health, fitness, and personal development—topics that resonate deeply with India’s millennial and Gen Z audiences.
MensXP’s digital ecosystem includes editorial content, video production, e-commerce integration, and a strong social media following. With this acquisition, RPSG gains access to a ready-made platform with established audience engagement, strong brand recognition, and future growth potential.
Large Indian Conglomerates Expand Digital Footprints
RPSG’s move reflects a broader pattern among India’s largest business houses. Over the past few years, many conglomerates have aggressively expanded into digital media and content platforms to diversify their business portfolios and maintain relevance in the digital economy.
Mukesh Ambani’s Reliance Group has built a formidable digital ecosystem through investments in Jio Platforms, Network18, Viacom18, and partnerships with global media players. Similarly, Gautam Adani’s Adani Group has entered the media sector by acquiring significant stakes in NDTV. These moves illustrate how India’s biggest industrial groups view digital media as an essential growth engine.
RPSG now joins this list of conglomerates who understand that content drives consumer engagement and shapes brand loyalty. Digital platforms serve as effective entry points for cross-selling products and services across different business verticals, including FMCG, retail, and financial services.
The Strategic Logic Behind the Acquisition
RPSG sees ILN’s potential not merely as a media brand but as a lifestyle platform that blurs the lines between content and commerce. MensXP’s content ecosystem already integrates e-commerce features, allowing users to discover and purchase grooming products, fashion items, and accessories directly through the platform.
This convergence of lifestyle content and commerce provides RPSG with multiple monetization avenues. The company can use MensXP’s established user base to promote its own consumer products, build strategic collaborations, and experiment with influencer-led marketing models that increasingly dominate digital media.
Moreover, RPSG secures a foothold in a fast-growing niche segment that still offers significant headroom for expansion. The men’s grooming and lifestyle segment continues to attract considerable consumer spending as Indian men embrace self-care, personal style, and health consciousness more than ever before.
ILN’s Ownership Journey
ILN’s ownership journey highlights both the promise and unpredictability of India’s digital content sector. Times Internet originally built and nurtured ILN as part of its broader digital media portfolio. In 2022, BRND.ME (then operating as Mensa Brands) acquired ILN to strengthen its direct-to-consumer (D2C) and content commerce capabilities.
At the time, the acquisition appeared well-timed, as digital-first brands and media platforms commanded high valuations amid growing investor enthusiasm. However, rising global interest rates, tightening capital markets, and investor caution toward profitability soon deflated valuations across the sector.
BRND.ME faced these market headwinds and ultimately decided to divest ILN. RPSG capitalized on this situation by acquiring ILN at a substantial discount, seizing an opportunity to enter the digital content space while minimizing acquisition risk.
The Growing Convergence of Lifestyle, Content, and Commerce
Chouhan emphasized the broader industry trend that this deal exemplifies. “Such moves reflect the growing convergence of lifestyle, content, and commerce and may pave the way for further innovation in the space,” he wrote. RPSG’s acquisition reflects a strategic understanding that today’s consumers no longer separate content consumption from shopping or brand engagement.
By acquiring ILN, RPSG unlocks new opportunities to connect with consumers across multiple touchpoints. For example, MensXP’s audience already engages with product reviews, fashion recommendations, grooming advice, and personal finance tips—all of which influence purchase decisions.
RPSG can integrate these content experiences with its existing business divisions, cross-promoting products from its FMCG portfolio, personal care brands, or even its retail and entertainment verticals. As India’s digital commerce ecosystem matures, such integration allows conglomerates to capture higher customer lifetime value while building stronger brand affinity.
Digital Media’s Shifting Economics
ILN’s steep discount valuation also highlights the shifting economics within India’s digital media sector. Many content platforms that previously relied on venture capital funding now struggle to maintain high growth rates in a tighter funding environment. Investors now prioritize profitability, unit economics, and sustainable monetization over user acquisition at any cost.
RPSG’s acquisition reflects the rising interest among large corporates who possess deep pockets and long-term strategic vision. While venture capital firms may hesitate to fund digital content platforms at earlier valuations, corporate groups like RPSG can absorb these businesses into their diversified operations, where they serve as valuable growth engines.
RPSG’s Broader Business Ambitions
The RP-Sanjiv Goenka Group continues to diversify aggressively across sectors such as power, retail, FMCG, financial services, and sports. Its popular brands include Spencer’s Retail, Nature’s Basket, Too Yumm!, and Saregama, among others. The group also owns the Lucknow Super Giants franchise in the Indian Premier League (IPL).
By acquiring ILN, RPSG strengthens its digital portfolio while complementing its consumer-facing businesses. The group can now leverage ILN’s platform to distribute branded content, influencer campaigns, product launches, and cross-promotional opportunities across multiple business verticals.
The Road Ahead for ILN and MensXP
With RPSG’s backing, ILN and MensXP enter a new growth phase. The acquisition offers the stability of a large corporate parent combined with the flexibility to pursue innovation in digital media formats, influencer collaborations, and e-commerce integrations.
MensXP’s editorial team can focus on deepening its content verticals while exploring synergies with RPSG’s product portfolio. The brand’s robust social media presence also provides fertile ground for audience expansion and brand partnerships.
As competition intensifies within India’s digital media space, the combination of RPSG’s financial strength and ILN’s content expertise may set the stage for new growth opportunities—both organic and acquisition-driven.
Conclusion
RPSG’s acquisition of ILN for $9 million reflects a well-timed strategic move that gives the group a strong foothold in India’s rapidly evolving digital media landscape. By blending content, commerce, and lifestyle experiences, RPSG positions itself to capture the attention and wallets of India’s young, digital-first consumers.
While ILN’s journey has seen significant shifts in valuation and ownership, its core value proposition remains intact. With the support of one of India’s most diversified business groups, ILN and MensXP can now pursue long-term growth, stability, and deeper market penetration in India’s booming digital economy.
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