Mumbai, July 9 -- India Lifestyle Network, a digital content company, started in 2009. Over the next 15 years, it changed hands thrice.

Founded by Angad Bhatia, the company was first sold to Times Internet in 2012. Ten years later, in 2022, Mensa Brand bought the company at a reported valuation of nearly $50 million. Mensa, recently rebranded as BRND.ME, operates as an aggregator of many consumer companies. India Lifestyle Network, the thinking was, could help its portfolio companies with digital brand-building.

However, in June this year, BRND.ME decided to sell the content company at a significant discount, for $9 million, to the RP Sanjiv Goenka (RPSG) Group.

As ownership changed hands for the third time, Bhatia left (he is now the ...