India, July 23 -- Content-to-commerce startup The Good Glamm Group is nearing its end, with its lenders deciding to sell the brands owned by it.

The Good Glamm Group founder Darpan Sanghvi took to LinkedIn to announce that the lenders have decided to enforce their charge on the individual brands under the group.

In his lengthy post, Sanghvi said that this is the last resort left for the startup after exploring a plethora of solutions like refinancing, partial brand sales, strategic investments, among others.

"The decisions, the choices that didn't work, the risks that didn't pay off, and the people who have been impacted: employees, vendors, partners, lenders, shareholders. I understand, just saying "I'm sorry" isn't enough. I take res...