In a rare move in India’s personal care industry, entrepreneur Deep Bajaj has bought back Sirona Hygiene Pvt. Ltd. from the Good Glamm Group, regaining full control of the femtech brand he founded. The acquisition sets the stage for a renewed growth strategy aimed at deepening its presence in the women’s intimate hygiene segment, with a revenue target of Rs 500 crore over the next three to five years.
Sirona, best known for products such as PeeBuddy, menstrual cups, period patches, and intimate wipes, was acquired by Good Glamm in 2021. Bajaj’s return as head of the company marks what he calls “unfinished business” — a push to innovate with speed and precision in a sector that still faces significant awareness gaps in India.
The company is now streamlining its portfolio to focus on high-performing categories while investing in research and development. Quick commerce is emerging as a strategic growth channel, with products now available on Blinkit and Zepto to meet “urgent need” purchases, from period essentials to hygiene wipes. Repeat purchase rates on these platforms have been steadily rising, according to company data.
Beyond online, Sirona is expanding into offline formats including wellness stores, pharmacies, airport lounges, and educational institutions to ensure discreet, immediate access to products. The brand has also built a WhatsApp-based period tracker with over 4 lakh users, reflecting its push into tech-led engagement and personalised care.
Bajaj has raised $13.2 million in funding so far and is prioritising profitability alongside purpose. Former team members have rejoined since the buyback, signalling renewed cultural alignment.
By FY30, Bajaj envisions Sirona as a trusted household name, covering the full spectrum of intimate care needs. “Our goal is to be present in every moment where hygiene matters,” he said.
