Deep and Mohit Bajaj, co-founders of Sirona Hygiene

It’s been quite a rebound for Sirona Hygiene, the company that has launched several innovative women’s wellness products in India. Sold to The Good Glamm group but acquired back last year by its founders, Deep and Mohit Bajaj, the company is firing on all cylinders in its second avatar, aiming for ₹500 crore annual recurring revenue (ARR) in 24-36 months.

Founded in 2015, Sirona launched with PeeBuddy, a portable female urination device that allows women to pee standing and thereby avoid contact with potentially unhygienic toilet surfaces, especially when travelling. The company then expanded into the manufacture of menstrual cups and a few other intimate hygiene products.

In 2022, The Good Glamm group infused ₹100 crore into the femtech company through primary and secondary investments, and went on to acquire it in 2024 in an all-cash ₹450-crore deal. Cut to 2025, the founders decided to buy back the company within four months of the completion of the deal as The Good Glamm group became mired in various challenges, including mounting losses.

Co-founder Deep Bajaj says the D2C firm, in its second avatar, will continue to focus on innovative products and solutions for unaddressed hygiene issues women face, right from puberty to menopause. The current portfolio includes menstrual cups, tampons, period panties, pH-balanced intimate care and toilet hygiene essentials.

The cup revolution

“We have now scaled up to about ₹100 crore ARR. I will be disappointed if we don’t reach ₹500 crore revenue run rate in the next 24-36 months. If we had been running the business normally, we would have already been at ₹220-300 crore run rate. So, our focus is to recover it in one year, and then return to normal operations and scale up. We would love to be known for the cup revolution that we have built and have a significant share as the market grows,” Bajaj says.

“In 2018, we may have sold about 1,000 menstrual cups, but in 2023 we were selling 8 lakh cups a year. Today, about 5 million women use our cups, moving away from sanitary pads forever. We came up with India’s first herbal period pain relief patch and then launched the first natural anti-chafe cream for intimate areas for women.”

The feminine hygiene space has been shifting beyond sanitary napkins, driven by urban consumers. The menstrual cup market is estimated to be about ₹100 crore, and Bajaj says Sirona has regained about 50 per cent market share on online channels after its relaunch.

“I believe the adoption of alternative period products in urban regions will accelerate significantly. Already challenger formats, such as menstrual cups, liners and period panties, have gained a 20-25 per cent share, and this shift will become more pronounced driven by millennials and Gen Z,” he adds.

In a strategic expansion, the company recently decided to launch a specialised, menopause-focused everyday product range. “Menopause is one of the most underserved yet high-potential categories within women’s healthcare. This launch is a natural extension to build a comprehensive women’s wellness portfolio that supports every life stage,” he says, describing how they are breaking taboos as they go along.

The awareness curve

Since Sirona’s first innings, the market has evolved rapidly with the emergence of social media platforms that raise awareness about female hygiene needs and the proliferation of online shopping channels, which make products more accessible.

“Today, Gen Z buyers are far more empowered with access to information. At the same time, the emergence of e-commerce and quick commerce has changed the distribution landscape,” Bajaj says. He expects a large chunk of online sales from quick commerce.

The company is also focusing on building a bigger offline presence in top cities, but in a calibrated manner and with an emphasis on modern trade and pharmacies, Bajaj says. “Nearly 15 per cent of our sales comes from offline, and modern trade contributes nearly 80 per cent. Once we scale up to a certain level, we will focus on general trade,” he says.

Vending machines

Services are also part of the plan. The firm, for instance, has begun installing intimate product vending machines in public spaces, such as universities, malls and airports. “It is not a big revenue stream but, as a brand, we always put consumers first and we believe it gives them a lot of comfort, ” Bajaj says.

The vending machine has, in fact, sparked some questioning on social media. Is the Indian audience ready for it?

Naresh Gupta, Vo-founder and Managing Partner at Bang in the Middle, which did some early campaigns for Sirona, weighs in: “I absolutely think that the Indian audience is ready and the new younger audience has stopped seeing intimate products as either a taboo or a problem. The vending machine idea itself is not new but when placed in airports, it got Sirona more visibility than all its earlier placements.”

He adds, “Sirona has always been brave, it has always broken the category codes. And it does this in a very matter-of-fact way, in a tone that is factual but sensitive.”

Back in the hands of its founders, this menstrual disruptor will be watched closely for its next wave of transformations.

Published on June 1, 2026