Sirona Hygiene, one of the leading FemTech and feminine hygiene brands, which was completely acquired by Darpan Sanghvi-led The Good Glamm Group for an all cash deal worth Rs 450 Crores in October last year has now been officially bought back by its Co-Founders Deep Bajaj and Mohit Bajaj.
Sirona’s founders Deep Bajaj and Mohit Bajaj had stepped down from their active roles and also resigned as active directors of the company in October 2024.
But in the twist and turns of fate for the D2C startup, life has now come back full circle for the Bajaj brothers.
Announcing the development via a LinkedIn post, Deep Bajaj, Founder, Sirona Hygiene, mentioned, “Full Circle Moments Are Rare, But Here We Are! Life has a funny way of surprising you. Just when we thought our chapter with Sirona had closed, the universe had other plans. Guess what? We’re back! 🙂 We have officially bought back #Sirona!”
“Maybe it’s serendipity, or maybe it’s unfinished business—but one thing is clear: we still have more to contribute to the feminine hygiene space. And this time, we return with the same passion, a bit more wisdom, and an even bigger vision to create a meaningful impact,” he added.
Founded in 2014-15 by Deep and Mohit Bajaj, Sirona has earned a reputation as a pioneer in the FemTech industry, offering a range of products that cater to women from puberty to menopause.
That said, it was in 2022 that The Good Glamm Group invested Rs 100 crores in Sirona through primary and secondary investments, delivering substantial returns of 6x to 20x for early angel and seed investors and later made its full acquisition in October 2024.
According to reports, six months before the final transactions, Sirona’s co-founders, along with The Moms Co and the Indian Angel Network (IAN), reportedly filed a default notice against The Good Glamm Group for failing to make the final payments related to the acquisition.
Hence it was post this that the company’s founders decided to repurchase Sirona Hygiene by primarily financing the transaction with their personal capital in a fire sale deal with the company’s valuation ranging between Rs 150-200 crore, less than half what it was acquired at- Rs 450 crore in October 2024.
Throwing light on ‘Why Sell and Buy It Back?’ Sirona’s Co-Founder, Deep Bajaj stated, “The goal was never just to sell, make money, and move on. From day one, the vision was to scale #Sirona and take it global. For two years, we nurtured the brand with #GoodGlamm before stepping away. We had a good run together, with its highs and lows. But with Good Glamm’s changing priorities, we felt the best way forward was to reclaim the brand and lead its next phase of growth ourselves.”
“And here we are! Here’s to second chances, fresh beginnings, and making an even bigger impact. And here’s to wishing The Good Glamm Group all the best for the future!” he added.
