Deep Bajaj steps down as Sirona Hygiene Co-Founder post Good Glamm buyout
In a landmark shift, Deep Bajaj, co-founder of Sirona Hygiene, has stepped down from his role, signaling the end of a significant era for the pioneering feminine hygiene brand. According to an exclusive report by ETNow.in, this transition comes at a pivotal time for the company.
Founded in 2015 with the launch of PeeBuddy, a first-of-its-kind female urination device, Sirona has since evolved into a leader in the FemTech space, focusing on innovation-driven, sustainable menstrual products. Over the years, Sirona has been at the forefront of breaking taboos around menstrual hygiene, offering a wide range of products designed to provide comfort and convenience while championing sustainability.
Bajaj's departure coincides with a major milestone for Sirona: the acquisition of the brand by Good Glamm Group in October 2024 for a reported Rs 450 crores (approximately $60 million). This acquisition marks the largest cash exit for a direct-to-consumer (D2C) startup in India’s FemTech sector. Good Glamm Group had initially invested Rs 100 crores in Sirona in 2022, delivering a significant return for early angel and seed investors—ranging from 6x to 20x.
Under Bajaj’s leadership, Sirona experienced rapid growth, tripling its revenue in just two years. The brand not only revolutionized the Indian market with its line of eco-friendly and innovative products but also created a platform for open conversations about menstrual health, a subject that had long been considered taboo in the country.
This strategic move to join forces with the Good Glamm Group is seen as a transformative step for both brands, combining Sirona's expertise in menstrual and feminine hygiene with Good Glamm's broader portfolio in the beauty and wellness sector. While Bajaj steps down from his role, the legacy of Sirona’s groundbreaking contributions to FemTech and the conversation around women’s health continues.
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