Good Glamm Group Acquires Sirona Hygiene for Rs. 450 Crore

Good Glamm Group has announced the acquisition of Sirona Hygiene for Rs. 450 crore in an all-cash deal. This move aims to strengthen Good Glamm’s position in the personal care market, particularly in feminine hygiene.

Darpan Sanghvi, Founder and CEO of Good Glamm Group, stated, “We believe that Sirona’s focus on hygiene products will complement our existing brand portfolio and help us serve women’s health needs better.”

Co-founders Deep Bajaj and Mohit Bajaj had stepped down from their active roles early this year and have now resigned as active directors too, paving the way for a new chapter in Sirona's journey. Founded in 2014-15, Sirona offers a range of products that cater to women from puberty to menopause. The brand has introduced innovations such as PeeBuddy, stand-and-pee device for women and products like herbal period pain patches, exhaustive menstrual cups range, period stain removers, anti-chafing rash creams and sanitary disposal bags.

“From PeeBuddy, now used by over 3 million women, to Sirona menstrual cups, used by 4 million women as a pad alternative, we’ve built India’s highest-selling D2C feminine hygiene brand,” Deep said. “It hasn’t been an easy road — bootstrapping, overcoming fundraising challenges, breaking taboos, and dealing with copycats — we have seen it all. This all-cash acquisition feels like validation for all the hard work.”

In a LinkedIn post, he said, "We officially hang up our boots and pass the baton of Sirona to the Good Glamm Group. It’s a bittersweet moment, marking the end of an incredible journey and the beginning of a new chapter for Sirona."

“Building Sirona wasn’t easy — there were moments of struggle, doubt, and hardship. But through it all, what kept us going was the unwavering belief in our mission and the trust of those who stood by us,” said Mohit about the deal. “This moment is both bittersweet and a proud validation of a decade’s worth of work.”

This acquisition is part of Good Glamm’s strategy to grow its presence in the personal care industry, following previous acquisitions of brands like MyGlamm and The Moms Co.