In a bold and unexpected move, the founders of Sirona, India’s pioneering feminine hygiene brand, have taken back the reins of their company. After selling Sirona to the Good Glamm Group in 2021, the original minds behind the brand—Deep Bajaj, and Mohit Bajaj—have now reacquired it, signaling a fresh start for the company that changed the game in intimate wellness and hygiene innovation.
This buyback marks a full-circle moment for Sirona, a brand that has been at the forefront of breaking taboos around period care, intimate hygiene, and sustainable solutions for women. The move is not just a business decision—it’s a homecoming for the founders who built the brand from scratch and nurtured it with a vision far beyond profits.
Why Sirona Matters?
Sirona has been a category disruptor in India’s feminine hygiene space, introducing innovative products like menstrual cups, pee-safe devices, biodegradable pads, and rash-free period solutions. At a time when conversations around menstrual health were still considered taboo, Sirona led with innovation, awareness, and an unapologetic commitment to women’s well-being.
The brand quickly became a trusted name, not just because of its groundbreaking products, but also due to its community-driven approach—focusing on education, open discussions, and real solutions for real problems faced by women every day.
The Good Glamm Chapter: A Strategic Move or a Mismatch?
In 2021, Sirona joined the Good Glamm Group, one of India’s largest digital-first beauty and personal care conglomerates. The acquisition was seen as a strategic move, bringing Sirona into a larger ecosystem of D2C brands with strong influencer-led marketing. It promised greater reach, synergies, and scalability.
However, as time passed, it became evident that Sirona’s core vision and philosophy needed a more dedicated focus than what a larger corporate umbrella could provide. While Good Glamm’s expertise in content and digital growth was undeniable, Sirona’s strength lay in its deep consumer connect, R&D, and niche positioning in the feminine hygiene space.
Recognizing this, the founders stepped up to bring the brand back to its roots, ensuring that Sirona’s journey remains authentic, purpose-driven, and aligned with the needs of its consumers.
What’s Next for Sirona?
With this reacquisition, Sirona is set to reclaim its independent identity, focusing on:
- Product Innovation – Expect more cutting-edge hygiene solutions designed with sustainability and comfort in mind.
- Stronger Community Engagement – The brand has always stood out for its open conversations around menstrual health, PCOS awareness, urinary hygiene, and more. This will only grow stronger.
- Sustainable Growth – Unlike mass-market brands, Sirona thrives on a customer-first, problem-solving approach rather than aggressive marketing.
The founders have hinted at expansion plans, with a sharper focus on research-driven solutions, personalized care, and accessibility for women across urban and rural India. The buyback is a statement of intent—that Sirona will continue to prioritize women’s health and hygiene over commercial interests.
A New Era, But the Same Mission
The reacquisition is more than a business deal—it’s a testament to the power of vision, passion, and purpose. In an industry dominated by conventional giants, Sirona has always stood out as a brand that listens, innovates, and delivers. Now, back in the hands of its original creators, the future looks even more promising.
For women who have trusted Sirona with their most personal needs, this is great news. The brand’s commitment to quality, innovation, and meaningful conversations is stronger than ever.
As the founders take charge once again, Sirona’s journey has truly come full circle—a homecoming with a purpose, a comeback with a cause.
Here’s to the next chapter of Sirona—bigger, bolder, and better than ever!
