Deep and Mohit Bajaj, the founders of Sirona, are close to reclaiming their feminine hygiene brand from the financially struggling Good Glamm Group, according to sources aware of the deal.
The buyback is expected to cost around ₹150 crore, with the majority of the funding coming from the founders’ personal capital. This amount also covers outstanding debts that Sirona accrued under Good Glamm’s ownership.
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“Good Glamm is in a tough spot financially, and they’re selling off assets to stay afloat. They pitched Sirona to multiple buyers, but the founders are now stepping in. While the deal isn’t signed yet, it’s moving in that direction,” said a source familiar with the matter.
Good Glamm Group had acquired Sirona in October 2024 for ₹450 crore. But since then, Sirona’s monthly sales have crashed to nearly one-eighth of its peak of ₹12 crore, leaving suppliers unpaid and the team uncertain about the company’s future due to stalled funding.
This news was first reported by The Arc Web.
Launched in 2014, Sirona is known for its innovative menstrual hygiene products, including herbal pain relief patches, biodegradable sanitary pads, menstrual cup kits, and the stand-and-pee device PeeBuddy.
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The sale of Sirona is just the latest in a string of troubles for Good Glamm. On January 29, key investors—including Accel, Prosus Ventures, and Bessemer Venture Partners—resigned from the company’s board as the firm struggled with a cash crunch, delayed salaries, and layoffs.
As of now, neither Good Glamm nor Sirona has responded to requests for comment.
