Founders Reacquire Brand Sirona For ₹ 150 Cr After Selling It To Good Glamm Group For ₹ 450 Cr Just A Few Months Back

Feminine hygiene brand Sirona, previously acquired by the Good Glamm Group, has been repurchased by its founders to operate independently. This is an uncommon occurrence in the startup ecosystem.

“Life has a funny way of surprising you,” Sirona founder Deep Bajaj disclosed on LinkedIn. “Just when we thought our chapter with Sirona had closed, the universe had other plans. We have officially bought back #Sirona,” he shared.

“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,” Bajaj added.

Four months back, Good Glamm Group announced the full acquisition of Sirona Hygiene for Rs 450 crore (approximately $60 million) in an all-cash deal.

However, six months before the final transactions, Sirona's co-founders reportedly filed a default notice against The Good Glamm Group for failing to make the final payments related to the acquisition. [Source: Entrackr]

Good Glamm Group did not comment on this yet.

Meanwhile, entrepreneur-musician Nishant Mittal remarked, “Now what do you call this? Just like Byju’s (or Snapdeal), GGG providing great exits to many companies and their investors at some other investor’s expense?”

Mittal added jokingly on LinkedIn: “You can think about what you want to call it, the title I have for this scheme is this: Pradhan Mantri Venture Capital Ameer Kalyan Yojana.”

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About brand Sirona

Founded in 2015, Sirona provides specialised eco-friendly feminine hygiene products, including PeeBuddy (a stand-and-pee device), herbal period pain patches, menstrual cups, anti-chafing creams, period stain removers, and sanitary disposal bags.

Good Glamm acquired Sirona in October 2024 for INR 450 Cr. However, the startup has faced financial challenges, including salary delays and layoffs.

Last month, the beauty conglomerate saw the exit of key representatives, including Anand Daniel (Accel Partners), Vishal Gupta (Bessemer), and Gaurav Kothari (Prosus Ventures), who resigned as independent directors.

After that, Sirona’s sales dropped to just one-eighth of its peak monthly run rate of INR 12 Cr. 

According to media reports, the repurchase is primarily financed by the founders' personal capital estimated at around Rs. 150 Cr including debt repayments. [Source: Economic Times]

Reportedly, the buyback will be a fire sale.

You can read Deep Bajaj's LinkedIn post here.

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