Supporting 10+ Acquisitions in a PE-Backed D2C Roll-Up

Good Glamm Group was a PE-backed D2C roll-up that scaled to 1,000Cr+ GMV, backed by investors including Accel, Prosus, and Warburg Pincus. Growth was not only organic — it came through acquisitions.

The analytics role in M&A

As a Business Analyst on the Growth team (Mar 2021 – Feb 2022), I worked alongside VC/PE teams on deal work: structuring, due diligence, and post-close integration. Across that period we supported 10+ acquisitions with 800Cr+ in combined deal value.

What that actually involved

• Due diligence on target brands — revenue quality, discount dependency, funnel health.
• Integration planning — connecting new brands into shared MIS, pricing, and analytics infrastructure.
• Cross-platform synergies — identifying where acquired catalogues could lift GMV and post-discount revenue across the group.

The lesson

M&A in consumer is often sold on brand; it is won or lost on data. The deals that integrated cleanly were the ones where analytics showed up before the term sheet, not after.