Sirona Founders Reacquire Feminine Hygiene Brand from Good Glamm Group Amid Financial Challenges

Muskaan Kapoor

18 Feb 2025 — 2 min read

Sirona Founders Reacquire Feminine Hygiene Brand from Good Glamm Group

Sirona, a leading feminine hygiene brand, has been bought back by its founders, Deep and Mohit Bajaj, from the financially troubled Good Glamm Group. This buyback, valued between INR 150 crore and INR 180 crore, comes after Good Glamm faced significant debt and decided to offload several brands, including Sirona. The move allows Sirona to return to its original founders, enabling them to refocus on growing the brand independently.

Good Glamm’s Financial Troubles

The Delhi-based Good Glamm Group, which became a unicorn in 2021, has struggled with a debt exceeding INR 500 crore, despite once being a major player in the D2C space. Along with this, the company faced executive exits and challenges in scaling its acquisitions. As part of its efforts to streamline operations and raise funds, Good Glamm sold off some of its brands, with Sirona being one of the key sales.

Deep and Mohit Bajaj, the founders of Sirona, had originally sold their company to Good Glamm in 2022 for INR 450 crore. However, due to shifting priorities at Good Glamm, the Bajaj brothers decided it was the right time to reacquire Sirona and lead its next phase of growth. This marks a full-circle moment, with Sirona returning to its roots under the leadership of its original founders.

The reacquisition signals a strategic shift, allowing Sirona to pivot back to its original vision. With the founders back in charge, Sirona aims to expand its range of feminine hygiene products, including menstrual cups and period pain relief items, and increase its presence in India’s growing femtech market.

Looking Ahead: Sirona’s Future

Sirona’s buyback from Good Glamm comes at a time when the femtech industry is experiencing significant growth. Consumers are increasingly looking for sustainable and eco-friendly feminine hygiene products. With Sirona’s renewed focus on innovation and product expansion, the company is well-positioned to capture a larger share of the market.

The Bajaj brothers plan to introduce new products and expand their customer base, both in India and internationally. This buyback is also an opportunity for Sirona to emphasise its core values, which include quality and customer trust.

The future of Sirona looks bright as it seeks to capitalise on the growing demand for sustainable feminine hygiene products. With control back in the hands of its founders, the brand can continue to innovate and expand its product offerings while maintaining its focus on women’s health.

Looking ahead, the Sirona buyback could signal a new wave of consolidation and growth within the femtech and D2C sectors in India. Startups that specialise in niche products like feminine hygiene are expected to see increasing consumer interest as awareness around women’s health and hygiene continues to rise. Sirona’s future success will depend on its ability to utilise its strong brand identity, innovation, and understanding of its target audience.