BRND.ME Sells MensXP & iDiva’s Parent ILN to RP Sanjiv Goenka Group as Part of Portfolio Simplification

BRND.ME (formerly Mensa Brands) has sold India Lifestyle Network (ILN) the parent company of MensXP, iDiva, and HYPP to RPSG Group in a strategic move to simplify its brand portfolio ahead of a potential IPO.

The deal, reportedly worth $9M in all cash, was completed in May 2025, reflecting an 85% drop in ILN’s valuation. BRND.ME had originally acquired ILN from Times Internet in late 2022.

ILN operated:

> MensXP, a leading men’s lifestyle content platform

> iDiva, a women-focused content and commerce destination

> Hypp, an influencer marketing and creator management platform

The move follows earlier exits from Pebble and an expected exit from RENÉE Cosmetics, as the company trims non-core bets.

Meanwhile, BRND.ME is:

> In talks to raise ₹220–250 Cr in a pre-IPO bridge round

> Recently appointed Akshay Jain CA (ex-OLX) as its new CFO

> Shifted its domicile to India from Singapore

> Cut FY24 net loss to ₹155.8 Cr from ₹227 Cr

> Grew FY24 revenue by 11.6% to ₹557.6 Cr

As the Ananth Narayanan led house of brands preps for IPO, this marks a decisive shift toward profitability, focus, and readiness for public markets.

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