Good Glamm Group acquires Sirona Hygiene for Rs 450 crore in all-cash deal

Mumbai-based Good Glamm Group has acquired Sirona Hygiene, a feminine hygiene brand, in an all-cash deal worth Rs 450 crore (approximately $60 million). 

The acquisition marks one of the largest exits for a direct-to-consumer (D2C) startup in India, especially in the growing femtech space. 

Impact on Sirona employees and leadership changes

The acquisition has led to early financial benefits for Sirona employees, thanks to the accelerated vesting of their Employee Stock Ownership Plan (ESOP).

Sirona’s co-founders, Deep Bajaj and Mohit Bajaj, who had already stepped down from their active roles earlier this year, have now fully resigned as active directors.

The leadership transition marks a new chapter in Sirona's journey as it integrates into the Good Glamm Group’s portfolio.

Sirona’s product line

Sirona Hygiene is known for its wide range of innovative products focused on women’s health. Some of its well-known products include PeeBuddy, a stand-and-pee device for women, herbal period pain patches, menstrual cups, period stain removers, anti-chafing rash creams, and sanitary disposal bags. 

Sirona has consistently aimed to break taboos around feminine hygiene and has provided solutions that cater to women across different stages of life, from puberty to menopause.

Good Glamm Group’s vision and previous investments

Good Glamm Group, a beauty and personal care conglomerate, had previously invested Rs 100 crore in Sirona in 2022 through primary and secondary investments. This earlier investment yielded substantial returns for angel and seed investors, delivering 6x to 20x gains.

Since the initial investment, Sirona has experienced impressive growth, tripling its revenue within two years. 

“Deep and Mohit’s unwavering trust in Good Glamm Group’s vision has been instrumental in this acquisition. We share a common goal of empowering women through innovative and accessible health solutions. With Sirona’s pioneering spirit and our collective resources, we are excited to elevate the brand to new heights, creating a lasting impact on women’s wellness globally through innovative solutions and products," said Darpan Sanghvi, Group Founder and CEO of Good Glamm Group.

Sirona’s contributions beyond products

Beyond its product offerings, Sirona has made strides in integrating technology into women’s health solutions. The company launched India’s first WhatsApp-based period tracker and built a vibrant online community through its app.

Sirona has also focused on improving accessibility to feminine hygiene products, installing vending pods at Delhi airports.

The company’s efforts have extended to social causes through the Sirona Foundation, which has educated over 100,000 girls on menstrual hygiene and donated over 10,000 menstrual cups to women in need.

It also acquired IMpower, a women’s safety pepper spray brand, and India’s first vegan condom brand, BLEU.

Deep Bajaj, Co-founder, Sirona, said, “From PeeBuddy, now used by over 3 million women, to Sirona Menstrual Cups, used by 4 million women as a pad alternative, we’ve built India’s highest-selling D2C feminine hygiene brand. It hasn’t been an easy road—bootstrapping, overcoming fundraising challenges, breaking taboos, and dealing with copycats – we have seen it all. This all-cash acquisition feels like validation for all the hard work. While it’s difficult to part with something we are so deeply connected to, Good Glamm is the ideal partner to take Sirona to the global stage.”