ITC Limited is set to acquire a 10% stake in Blupin Technologies Private Limited, the company behind the parenting platform Mylo, to strengthen its presence in the D2C mother and baby care market.

Target Company Overview

ITC Limited has proposed to acquire a 10% stake in Blupin Technologies Private Limited, the parent company of the brand Mylo. Founded in 2017, Mylo is a comprehensive community platform designed to support the parenting journey of young families. The company addresses its consumers' needs by offering a broad array of relevant content, health tools, and features for community interaction. In addition to personalized content and an active user community, Mylo also provides direct-to-consumer (D2C) personal care products.

Industry Overview in India

The D2C sector in India has experienced significant growth, particularly in the mother and baby care segment. As more families become digitally connected, the demand for tailored content and products designed for young parents has surged. Mylo's community-centric approach enables it to cater to this demand effectively, tapping into the growing interest in health and wellness among young families.

Moreover, the evolution of the Content-to-Community-to-Commerce model positions Mylo favorably in the market. This model integrates engaging content with social support and commerce, w