The Good Glamm Group invests INR 100 Cr in FemTech Startup Sirona Hygiene

Sirona Cofounder Deep bajaj mohit bajaj

Content-to-Commerce Company The Good Glamm Group has invested INR 100 crore in Delhi-based Sirona Hygiene, marking one of the largest Series B rounds for a D2C Female Hygiene Startup. With this funding, Sirona’s early investors have taken exit with 6x to 20x returns, Deep Bajaj, Founder and CEO of Sirona Hygiene.

The Good Glamm Group, founded by Darpan Sanghvi, Priyanka Gill, and Naiyya Saggi, will be investing an additional INR 100 crore over the next two years in the brand.

Founded in 2015 by Deep Bajaj and Mohit Bajaj, Sirona focuses on Pathbreaking innovations and products around menstrual hygiene. The company’s range of products includes PeeBuddy, Sirona Feminine Pain Relief Patches, Sirona Natural Coloured Pads, Sirona Oxo Degradable Sanitary Disposal Bags, and Sirona Menstrual Cup Kit. The startup claims to have sold over 1 Mn menstrual cups, 3 Mn units of PeeBuddy and more than 400k feminine pain relief patches.

Darpan Sanghvi, Co-founder and Group CEO, The Good Glamm Group, said, “Not only have we invested in Sirona, but Deep has also invested in the Good Glamm Group in his capacity. While the amount of funding in the Good Glamm Group is undisclosed, I can say the amount is sizeable. There is a partnership and synergy between the brands and their founders. It isn’t a regular investor-investee relationship.”

This investment allows Sirona to leverage the Good Glamm Group’s large audience base that includes 88 Mn annual POPxo users, 220,000 Plixxo influencers, 100 Mn ScoopWhoop users and Baby Chakra’s network of 20 Mn mothers and 10,000 doctors.

Earlier this month, Good Glamm Group had also acquired MissMalini Entertainment—an Indian celebrity media and influencer talent management network. With the new investment deal, The Good Glamm Group will leverage the founder Deep’s experience to strengthen its D2C approach and position.

Deep Bajaj, Founder of Sirona Hygiene, Said, “We have been profitable for the last three years and are growing steadily. We believe that the partnership with The Good Glamm Group, given their edge in terms of content and offline access will help us scale faster while staying profitable. We hope to soon hit the INR 100 Cr revenue mark. We hope to become the first startup in our category to hit INR 500 Cr revenue, hopefully within three years.”

The feminine hygiene products market in India was valued at $431 Mn 2020 and is expected to grow at a CAGR of 16.87% to reach $926.7 Mn by 2025. The Good Glamm Group now operates brands like MyGlamm, POPxo, BabyChakra, The Moms Co, ScoopWhoop, St Botanica, Miss Malini and Sirona Hygiene


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