Update: Responding to our queries, Satyan Gajwani, CEO of Times Internet has informed that MensXP will be featured on Indiatimes, similar to other content properties of the group. He also said that Guylife.com will be merged with MensXP.com, to drive synergies and build a destination for Men’s Lifestyle.
He added that with the distribution and monetization resources of Times Internet, the company will be able to grow MensXP’s business meaningfully.
Times Internet* has acquired MensXP, a men’s lifestyle portal that offers tips, opinions and imagery across categories such as health, fashion, dating, work life, and grooming. The monetary details of the transaction have not been disclosed, however, following the acquisition, the MensXP team will be joining Times Internet, and Angad Bhatia, founder of the company, will now serve as the Business Head of the unit.
Times Internet says that it intends to make the content on the website, better and help in exposing MensXP to a bigger audience. The company claims to have advertisers like Burberry, LG, Samsung, and others, on board.
According to Bhatia’s LinkedIn profile, he co-founded Xpert Media Technology Pvt Ltd, a digital media & Information Services company, in 2007, and secured its first round of angel funding in September 2008, after which the company scaled up its operations.
Note that Times Internet already runs a men’s lifestyle blog, GuyLife.com. It had launched the site, last year, in line of its strategy of running a bouquet of niche, vertical blogs. Other offerings from the Indiatimes stable include health blog HealthMeUp, Technoholik, a tech blog, and luxury blog Luxpresso, apart from content portals like iDiva (Women focused) and ZigWheels (automobile).
At the time of writing this post, MensXP was not listed on the Indiatimes homepage, however, the MensXP site does mention the Times Internet brand name on its homepage. We’ve written to Times Internet to check if the site would be integrated with Indiatimes.com, and whether both GuyLife and MensXP would co-exist. We’ll update this post as soon as we hear from them.
Update (Nikhil adds): MensXP was possibly in discussions for an acquisition by the Smile Group or Manish Vij’s Vun Network, because I remember seeing MensXP operating out of Smile Interactive’s office in Gurgaon.
*Disclosure: Times Internet is an advertiser with MediaNama