Sirona Founders In Final Leg Of Buying Back Company From Good Glamm

Sirona founders Deep Bajaj and Mohit Bajaj are reportedly in the final stages of buying back the feminine hygiene brand from The Good Glamm Group.

The buyback deal, valued at approximately INR 150 Cr, will be primarily financed through the founders’ personal capital. The amount also includes repayment of debts Sirona incurred during its time under Good Glamm’s ownership.

“We haven’t signed the agreement yet, but yes, we are headed in that direction. Nothing official yet,” Deep Bajaj told Inc42.

Arc was the first to report the development.

Founded in 2014, Sirona specialises in menstrual hygiene products, including herbal pain relief patches, biodegradable sanitary pads, and menstrual cup kits. It also offers PeeBuddy, a stand-and-pee device designed for women.

Mumbai-based Good Glamm Group acquired Sirona in October 2024 for INR 450 Cr. However, since then, Sirona’s sales have dropped to just one-eighth of its peak monthly run rate of INR 12 Cr, leaving vendors and the Sirona team uncertain amid a shortage of fresh funding.

Inc42 has reached out to both Sirona and the Good Glamm Group. The story will be updated based on their responses.

Over the past year, The Good Glamm Group has faced a series of setbacks despite its ambitious claims of profitability, IPO plans, and international expansion. The reality has been far from its optimistic projections. The company has received a default notice from IAN and the founders of Sirona and The Moms Co., seen the exit of Good Brands Co. CEO Sukhleen Aneja, put multiple brands on sale, and underwent multiple rounds of layoffs. 

Most recently, Accel, Prosus, and Bessemer stepped down from its board. 

In January, the company reportedly delayed salary payments due to a funding crunch, affecting a section of its employees. While it cleared salaries for 85% of its workforce, higher-earning employees received only partial payments, with the remainder promised by the end of the month. By October, reports suggested the company had put at least three of its brands up for sale to stay afloat. 

Founded in its current form in September 2021 through the merger of MyGlamm, POPxo, and BabyChakra, the unicorn has since acquired nearly a dozen brands, including ScoopWhoop, Organic Harvest, and Sirona.