Good Glamm Group Completes Rs 450 Crore Acquisition of Sirona Hygiene

Good Glamm Group Completes Rs 450 Crore Acquisition of Sirona Hygiene

Good Glamm Group has officially acquired Sirona Hygiene for Rs 450 crore (approximately $60 million) in an all-cash deal, marking one of the largest cash exits for a direct-to-consumer (D2C) startup in India, particularly in the FemTech sector. The acquisition will also benefit Sirona employees through accelerated ESOP vesting, providing early financial gains.

Founded by Deep Bajaj and Mohit Bajaj in 2014-15, Sirona Hygiene became a well-known name in women’s health innovation, with popular products such as PeeBuddy, India’s first stand-and-pee device for women, menstrual cups, herbal period pain patches, and sanitary disposal bags. Both founders had stepped down from their roles earlier this year and have now resigned as active directors of the company.

Darpan Sanghvi, Group Founder and CEO of Good Glamm Group, commented on the acquisition, highlighting that Deep and Mohit’s trust in Good Glamm’s vision was key to finalizing the deal. "We share a common goal of empowering women through innovative and accessible health solutions," Sanghvi said, emphasizing the potential for Sirona to grow on the global stage.

Good Glamm Group had previously invested Rs 100 crore in Sirona Hygiene in 2022, through primary and secondary investments, which delivered impressive returns of 6x to 20x for early angel and seed investors. Since then, Sirona tripled its revenue in just two years.

Deep Bajaj, co-founder of Sirona, reflected on the journey, acknowledging the challenges of bootstrapping, fundraising, and breaking societal taboos in women’s health. Despite those hurdles, Sirona grew into India’s leading D2C feminine hygiene brand, with over 3 million women using PeeBuddy and 4 million using Sirona’s menstrual cups as an alternative to pads. While stepping away was emotionally difficult, Bajaj believes Good Glamm Group is the ideal partner to take the brand to a global level.

Sirona has not only focused on product innovation but also integrated technology by launching a period tracker and building an online community through its app. The brand has made feminine hygiene more accessible by installing vending machines at Delhi airports and has expanded its portfolio with the acquisitions of IMpower, a women’s safety pepper spray brand, and BLEU, a vegan condom brand.