It’s been quite a rebound for Sirona Hygiene, the company that has launched several innovative women’s wellness products in India. Sold to The Good Glamm group but acquired back last year by its founders, Deep and Mohit Bajaj, the company is firing on all cylinders in its second avatar, aiming for ₹500 crore annual recurring revenue (ARR) in 24-36 months.Founded in 2015, Sirona launched with PeeBuddy, a portable female urination device that allows women to pee standing and thereby avoid contact with potentially unhygienic toilet surfaces, especially when travelling. The company then expanded into the manufacture of menstrual cups and a few other intimate hygiene products.In 2022, The Good Glamm group infused ₹100 crore into the femtech company through primary and secondary investments, and went on to acquire it in 2024 in an all-cash ₹450-crore deal. Cut to 2025, the founders decided to buy back the company within four months of the completion of the deal as The Good Glamm group became mired in various challenges, including mounting losses.
Menstrual cup, a ₹100-crore market
Co-founder Deep Bajaj says the D2C firm, in its second avatar, will continue to focus on innovative products and solutions for unaddressed hygiene issues women face, right from puberty to menopause. The current portfolio includes menstrual cups, tampons, period panties, pH-balanced intimate care and toilet hygiene essentials.The cup revolution“We have now scaled up to about ₹100 crore ARR. I will be disappointed if we don’t reach ₹500 crore revenue run rate in the next 24-36 months. If we had been running the business normally, we would have already been at ₹220-300 crore run rate. So, our focus is to recover it in one year, and then return to normal operations and scale up. We would love to be known for the cup revolution that we have built and have a significant share as the market grows,” Bajaj says.“In 2018, we may have sold about 1,000 menstrual cups, but in 2023 we were selling 8 lakh cups a year. Today, about 5 million women use our cups, moving away from sanitary pads forever. We came up with India’s first herbal period pain relief patch and then launched the first natural anti-chafe cream for intimate areas for women.”
