What’s new? Sirona Hygiene’s co-founders, Deep and Mohit Bajaj, have reacquired the brand from the Good Glamm Group. Why it matters? This strategic move allows Sirona to regain its independence and refocus on its mission to innovate in the feminine hygiene sector. Who’s involved? Deep and Mohit Bajaj, co-founders of Sirona, and the Good Glamm Group. Summary: In a notable business development, Sirona Hygiene’s co-founders, Deep and Mohit Bajaj, have successfully reacquired their brand from the Good Glamm Group. This decision comes after the initial sale of Sirona to the Good Glamm Group in October 2024 for ₹450 crore (approximately $60 million) in an all-cash transaction. Deep Bajaj announced the reacquisition on LinkedIn, highlighting that the original collaboration aimed to scale Sirona on a global platform. However, as the Good Glamm Group’s strategic priorities evolved, both parties mutually agreed that Sirona would thrive better under its founding leadership, allowing for independent growth and innovation. Established in 2014 by Deep and Mohit Bajaj, Sirona has been a trailblazer in India’s feminine hygiene industry. The brand gained recognition with the launch of PeeBuddy, India’s first stand-and-pee device for women, addressing a significant gap in the market. Beyond PeeBuddy, Sirona expanded its product line to include menstrual cups, period pain relief patches, and a variety of intimate hygiene solutions, aiming to tackle unaddressed feminine hygiene concerns in the country. The initial acquisition by the Good Glamm Group was a landmark deal, representing one of the largest cash exits for a direct-to-consumer startup in India’s FemTech sector. The Good Glamm Group, known for its diverse portfolio of beauty and personal care brands, had intended to integrate Sirona into its ecosystem to enhance its offerings in the intimate hygiene segment. However, as market dynamics and internal strategies shifted, the decision was made to return the brand to its original founders. With Sirona back under the stewardship of Deep and Mohit Bajaj, the company is poised to continue its mission of providing innovative and essential feminine hygiene products. The founders have expressed a renewed commitment to addressing taboo topics and delivering solutions that cater to the evolving needs of women across India and beyond. • • • This reacquisition not only signifies a strategic realignment for Sirona but also underscores the brand’s dedication to its core values and vision. As an independent entity, Sirona is expected to leverage its agility to introduce new products, expand its market presence, and continue advocating for women’s health and hygiene. Call to Action: Stay updated with Sirona’s latest innovations and initiatives by visiting their official website and following their social media channels. Engage with the brand’s community to learn more about upcoming products and events aimed at promoting women’s health and hygiene.
