Sirona, a well-known feminine hygiene brand, is buyback in the hands of its original founders. Deep Bajaj and Mohit Bajaj have bought back Sirona from Good Glamm Group, two years after selling it. This move allows them to lead the brand’s next phase of growth independently.
Announcing the acquisition, Deep Bajaj, the founder of Sirona, called it a full-circle moment and a decision based on their long-term vision for the brand.
Why Did Sirona Founders Buyback the Brand?
Sirona was originally acquired by Good Glamm Group in October 2024 for Rs 450 crore, with plans to scale and take it global. However, as Good Glamm shifted its business priorities, the founders saw an opportunity to regain control.
Deep Bajaj explained, “The goal was never just to sell, make money, and move on.” Instead, they wanted to expand and strengthen Sirona. When Good Glamm faced financial constraints and delayed payments to the founders, taking back the brand became the best decision to continue its growth.
Fresh Strategies for Sirona Future Growth
With the buyback finalized, Sirona’s founders are now focused on revamping and scaling the brand. Deep Bajaj expressed his enthusiasm, stating:
“Here’s to second chances, fresh beginnings, and making an even bigger impact.”
The team plans to implement new strategies to strengthen Sirona’s position in the feminine hygiene market. They aim to introduce better products, expand their reach, and improve operations.
As part of the agreement, Sirona’s founders will take on Rs 160-180 crore in debt, which includes payments to banks, lenders, and vendors. However, they are working on renegotiating and refinancing the liabilities to stabilize the company’s financial health.
Sirona: Market Position and Competition
Founded in 2014, Sirona became popular with PeeBuddy, its flagship product in menstrual hygiene and personal care. Over the years, it has competed with brands like:
- Sanfe
- Nua
- PeeSafe
- HealthFab
The feminine hygiene industry in India is traditionally dominated by global brands like P&G’s Whisper and J&J India’s Stayfree. However, Sirona has created a strong presence in the growing market.
Sirona previously had a revenue run rate of Rs 140-150 crore and ended FY24 with over Rs 100 crore in revenue. However, sales dropped significantly to Rs 2 crore in December 2024, mainly due to inventory supply disruptions.
With the founders back in control, they aim to bring Sirona back to its growth path by improving supply chain management, financial stability, and market expansion.
What’s Next for Sirona?
The return of Sirona’s original founders marks a new chapter for the brand. With a renewed vision, fresh strategies, and strong leadership, they are determined to expand the company and create a bigger impact in the feminine hygiene industry.
