MIXED DOUBLES

The Good Glamm Group is looking to corner a chunk of the US market through its deal with tennis legend Serena Williams

- KRISHNA GOPALAN

INDIAN PERSONAL CARE start-up The Good Glamm Group appears to have pulled off a coup, by entering a joint venture with tennis great Serena Williams. The new entity, called Wyn Beauty, aims to capitalise on the growth in the US beauty market.

Though the terms of the arrangement have not been disclosed, it marks a shift from the traditional brand ambassador approach since Williams has put in money to be an equity partner. This could ensure a higher and more meaningful commitment. Williams, 42, is a winner of a record 23 Grand Slam singles majors and is acknowledged as not just among the best but a very influential name in the world of tennis.