Sirona founder Deep Bajaj buys brand back from Good Glamm, charts new growth strategy

In his second stint as Founder, Bajaj is reimagining Sirona with sharper priorities, building depth across intimate hygiene categories—not just scale…

New Delhi: After reacquiring his brand from the Good Glamm Group, Deep Bajaj, Founder and now ‘ReFounder’ of Sirona Hygiene Pvt. Ltd., is steering the femtech company into its next growth phase with a renewed focus on innovation, omnichannel accessibility, and category leadership in women’s intimate hygiene.

Sirona, known for launching category-defining products like the PeeBuddy female urination device, menstrual cups, and intimate products, was acquired by the Good Glamm Group, a New Delhi-based personal care brand, in 2021. However, in an uncommon reversal, Bajaj took back control just months after stepping away—signalling a decisive new chapter for the company.

“While the acquisition was a strong validation, I realised Sirona’s mission still had unfinished business,” Bajaj told IndiaRetailing. “We needed independence to build with agility, purpose, and long-term impact.”

Sirona 2.0: A Recalibrated Mission

Under Bajaj’s leadership once again, Sirona is being reimagined with sharper priorities. Dubbed ‘Sirona 2.0’, this next phase is focused on building depth across intimate hygiene categories—not just scale. The brand is consolidating its portfolio around its top-performing products, accelerating R&D, and re-committing to the idea that every launch must solve a real, unmet need for women.

“We’re not just scaling—we’re solving. We ask one thing of each new product: Will this make a woman’s life significantly better? That’s our R&D filter,” Bajaj said.

Beyond D2C: Building Omnipresence Where Women Need It Most

Having started as a direct-to-consumer brand, Sirona now operates across online marketplaces, its website, and a rapidly growing offline footprint. What’s notable is the brand’s multi-format strategy—focusing not just on traditional retail, but also on wellness chains, pharmacies, and unconventional but high-impact spaces like college campuses, airport lounges, and workplaces.

“Offline is critical for us. Women need discreet and immediate access to intimate hygiene products, and that can’t always wait for an online delivery,” Bajaj explained.

Quick Commerce as a Strategic Channel

One of Sirona’s sharpest new plays is in the quick commerce space. Products like period patches, panty liners, and intimate wipes often fall under the “urgent need” category—especially during travel, work, or on-the-go situations. This makes the brand a natural fit for 10-minute delivery platforms.

“Quick commerce is perfect for our category. Emergencies don’t wait,” Bajaj said. “We’re leaning in—sharpening listings, ensuring availability, and creating moment-led awareness. We aim to be the go-to brand for any urgent hygiene need, delivered in under 10 minutes.”

Sirona is already active on platforms like Blinkit and Zepto, where its products are seeing growing repeat purchases—a sign that consumers are embracing this format for daily and emergency hygiene needs alike.

Femtech & Tech-Led Engagement

Sirona has also continued to invest in building direct, tech-enabled touchpoints with its audience. Its WhatsApp-based period tracker, with over 4 lakh users, reflects a larger trend: femtech is growing in India, particularly among Gen Z and urban women who value privacy, functionality, and science-backed care.

Beyond its consumer app, Sirona is also using data to refine distribution, personalise recommendations, and track product usage insights. Its femtech portfolio includes menstrual cups, intimate wipes, tampons, liners, and even self-defence sprays—positioning the brand to be a one-stop destination for comprehensive hygiene and wellness.

Back in Control: Culture, Profitability and Purpose

Since the buyback, Bajaj has not only reclaimed control over business decisions but also reignited the company culture. “Many old team members returned, and new ones joined with fresh energy. The culture now feels more agile and mission-aligned—it’s home again,” he said.

The company has raised $13.2 million in funding to date and has weathered a transitional FY25. Now, the focus is on sustainable, profitable growth, with Bajaj targeting a Rs 500 crore revenue milestone within the next 3–5 years.

Profitability, however, isn’t coming at the cost of purpose. Sirona continues to lead awareness-building campaigns and community education, particularly around lesser-discussed topics like reusable period products, vaginal health, and toilet hygiene.

The Long Game: Building a Trusted Brand for Women

As Bajaj looks ahead to FY30, his goal is clear: to make Sirona a household name in India, known not just for its products, but for the trust it inspires among women. He sees Sirona growing into a full-spectrum brand—covering not just menstrual hygiene, but the entire arc of intimate care needs with dignity, innovation, and consistency.

“We want to be deeply entrenched in women’s lives—not just during periods, but at every hygiene moment that matters,” he said. “And we want to do it with heart, science, and scale.”

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