Popular feminine hygiene brand, Sirona, is on a roll! The company just raised Rs 100 crore from the Good Glamm Group, which is South Asia’s largest DTC beauty conglomerate. This is one of the largest amounts to be invested in a Series B round for a DTC Female Hygiene start-up. Over the next two years, the Group plans to invest an additional Rs 100 crore into the brand.
Sirona is known for its award-winning products solving unaddressed feminine hygiene issues faced by women, from puberty to menopause. Some of their innovative products include Pee Buddy (a device that enables women to stand while urinating), Herbal Feminine Pain Relief Patches for period pain and Period Stain Removers. The brand has tactfully tackled the sensitive subject of women’s intimate hygiene, becoming pioneers in the field. This has resulted in more than 30 lakh units of PeeBuddy being sold, over 8 lakh women using Sirona Menstrual Cups, and over 2 lakh using Sirona Feminine Pain Relief Patches.
Excited about this new development, Deep Bajaj, Founder & CEO, Sirona, said “We had multiple term sheets from VCs and other strategic investors but the combination of money and immediate value which the Good Glam Group offered was unparalleled. We have been profitable for the last 3 years and are growing steadily. We believe that the partnership with The Good Glamm group, given their edge in terms of content and offline access will help us scale faster while staying profitable.” He added, “We hope to soon hit the 100cr revenue mark. Aspirations are to see Sirona at leading stores, solving more feminine hygiene problems faced by Indian women from puberty to menopause & become the first start-up in our category to hit 500 Cr revenue, hopefully within 3 years!”
This strategic investment marks the Group’s entry into the women’s intimate hygiene space. Echoing Deep’s sentiments, Darpan Sanghvi, Founder & CEO, Good Glamm Group said, “Sirona has built a great business, and has been able to grow profitably with disruptive products in this unique category with low capital. The feminine hygiene segment is a tough one to pull off but needs far more intervention to make life simpler for Indian women and we believe our ecosystem of content and creators will greatly increase the education of and adoption of Sirona’s innovative hygiene products.” He added, “The team is passionate, their social mission is amazing and we are privileged to have this opportunity to grow together with them and hopefully create history in this segment.”
With this investment, Sirona will leverage the Group’s digital assets, including POPxo, ScoopWhoop, BabyChakra and Plixxo, to educate women about feminine hygiene. Besides that, Sirona will have access to the Group’s 30,000+ offline retail points of sale to distribute their intimate hygiene products.
Here’s wishing Sirona the very best as they go onwards and upwards.