Sirona has taken a bold step by reclaiming its brand from The Good Glamm Group, marking an uncommon move where a startup regains independence after an acquisition. The company now looks to shape its own future without external ownership.
Deep Bajaj, co-founder of Sirona, shared on LinkedIn, “For two years, we nurtured the brand with Good Glamm 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.”
This transition comes just four months after The Good Glamm Group finalized its complete acquisition of Sirona Hygiene for Rs 450 crore (around $60 million) in an all-cash transaction. However, media reports indicate that in the months leading up to the final settlement, Sirona’s co-founders, along with The Moms Co and the Indian Angel Network (IAN), had issued a default notice against Good Glamm for missed payments related to the deal.
Sources suggest that Deep and Mohit Bajaj are primarily funding the buyback through personal investments, with speculation indicating the transaction could be a fire sale. The Good Glamm Group has not provided any official comments on the matter.
Founded in 2015, Sirona is known for pioneering feminine hygiene solutions, offering products such as PeeBuddy (a stand-and-pee device), herbal period pain patches, menstrual cups, period stain removers, anti-chafing creams, and sanitary disposal bags.
Meanwhile, The Good Glamm Group has been navigating financial difficulties over the past year, including delayed salaries and workforce reductions. Reports also suggest that the group is seeking fresh funding at a significantly lower valuation than before. The company, which achieved unicorn status in 2021 following a $250 million funding round, has recently witnessed key departures, with independent directors Anand Daniel (Accel Partners), Vishal Gupta (Bessemer), and Gaurav Kothari (Prosus Ventures) resigning from their roles.
Sirona’s decision to reclaim its brand reflects a determined push toward independent growth and innovation, as it refocuses on delivering unique feminine hygiene solutions in a competitive market.
