Indian femtech and women’s wellness brand Sirona appoints Nidhi Vohra as Chief Business Officer as it prepares for its next phase of growth. Vohra will work with the founding team on business strategy, brand building and expansion across consumer categories.
The appointment comes as Sirona looks to strengthen its position in menstrual and intimate hygiene while entering more areas of women’s wellness. The company also plans to reach consumers across different life stages and build a wider product portfolio.
Consumer Experience
Vohra brings more than two decades of experience across beauty, personal care, skincare, colour cosmetics and FMCG. Her career includes senior roles at Dabur India, Colorbar Cosmetics, BigBasket, Vega Industries, Avon Beauty Products and Aditya Birla Fashion and Retail.
She has worked across brands including W and Aurelia and has experience in building businesses from the early stage. Her work has covered consumer research, product development, sourcing, operations, marketing, distribution and profit and loss management.
At Aditya Birla Fashion and Retail, Vohra played an important role in setting up the company’s Personal Care business and launching W Beauty. Her experience in developing consumer brands is expected to support Sirona as it expands its existing businesses and explores new categories.
In her new role, Vohra will oversee areas including business growth, brand development, category expansion and P&L. She will work closely with the founding team to develop the company’s growth strategy and strengthen its market position.
Sirona Wellness Focus
Vohra says Sirona stands out because it focuses on everyday problems faced by women and develops products around those needs. “What excites me is the opportunity to build on this foundation, deepening Sirona’s leadership in menstrual and intimate hygiene, while expanding into new areas of women’s wellness,” she says.
She adds that she looks forward to working with the founders and team to take the brand to more consumers and address needs across different stages of life.
Sirona Re-Founder and CEO Deep Bajaj says Vohra joins the company at an important stage of its journey. He says the brand has grown by identifying everyday problems and creating solutions around them.
“Nidhi’s experience in building businesses from the ground up and scaling consumer brands will be invaluable,” Bajaj says. He adds that her experience will support Sirona as it works towards becoming a broader women’s wellness brand.
About Sirona Products
Sirona develops products focused on menstrual hygiene, intimate care and other personal wellness needs. The brand has built its identity around products designed to address practical issues that women may face in everyday life.
As the business expands, Sirona is looking beyond its existing categories and plans to develop solutions for a wider range of women. This includes products and conversations linked to different life stages and changing wellness requirements.
Sirona Targets Gen Z
The company is also looking to strengthen its connection with Gen Z consumers. It plans to use new products and more open conversations around feminine health to make the brand more relevant to younger audiences.
Sirona also wants to address topics that have traditionally received limited attention in everyday conversations. Perimenopause and menopause are among the areas where the company plans to build a deeper presence.
Company wider strategy is to develop a women’s wellness platform that remains relevant beyond menstrual hygiene. The company aims to support consumers through different stages of life while continuing to focus on practical and accessible solutions.
New appointment signals a broader growth plan for Sirona, with the company balancing expansion into new categories with its established presence in menstrual and intimate wellness.
