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In a surprising turn of events, feminine hygiene brand Sirona has bought back its own brand from The Good Glamm Group. This rare move in India’s startup world
In a surprising turn of events, feminine hygiene brand Sirona has bought back its own brand from The Good Glamm Group. This rare move in India’s startup world marks the end of Sirona’s two-year journey under The Good Glamm Group, which had acquired the brand just months ago. But why would a brand repurchase itself after being acquired? In this article, we’ll take a closer look at Sirona’s decision to take back the reins and what it means for the future of the brand.
In a rare and bold move, Sirona has decided to buy back its brand from the Content-to-commerce startup The Good Glamm Group. Just a few months ago, The Good Glamm Group had acquired Sirona in an all-cash deal worth approximately Rs 450 crore (around $60 million). However, the partnership came to an end when Sirona’s founders, led by Deep Bajaj, decided that the best path forward was for the brand to take back control.
Deep Bajaj, co-founder of Sirona, confirmed the buyback on LinkedIn, sharing that their goal was never just to sell and make money. Instead, their vision was always to scale Sirona globally and take it to new heights.
Sirona’s decision to repurchase its brand is unusual, especially in India’s startup ecosystem, where acquisitions are typically seen as the end of a brand’s journey under new ownership. So, why did Sirona make the decision to buy back their brand?
Founded in 2015, Sirona quickly gained attention for addressing significant gaps in the feminine hygiene market, catering to the needs of women in ways that weren’t being met by traditional products. The brand is known for its innovative products that aim to make women’s lives easier and more comfortable. Here’s a quick look at some of Sirona’s standout offerings:
These products have built Sirona a loyal following of customers who value the brand’s commitment to sustainability, comfort, and innovation. The repurchase will likely mean that Sirona will now be in a better position to expand its product range and continue to make an impact in the feminine hygiene space.
The Good Glamm Group, which acquired Sirona just a few months ago, has seen significant growth in recent years, expanding its portfolio of brands and solidifying its place in the beauty and personal care space. However, Bajaj mentioned that Sirona’s vision no longer aligned with the shifting priorities at The Good Glamm Group.
While the partnership between Sirona and The Good Glamm Group had its “highs and lows,” Bajaj said it was time for Sirona to step away and reclaim control. This indicates that while the collaboration was productive in many ways, the alignment of long-term goals wasn’t quite there, leading to Sirona’s decision to chart its own path moving forward.
This move by Sirona is rare in India’s startup world. While it’s common for brands to be acquired by larger companies, it’s not often that they reclaim their independence. Sirona’s decision to buy back its brand is a powerful statement about the company’s confidence in its future and the leadership’s commitment to their vision.
This marks a turning point for the brand and could lead to a more focused approach as it looks to grow beyond India and into international markets. Sirona has already made strides in sustainability with its biodegradable products and continues to focus on innovations that improve the lives of women globally.
With the brand now back in the hands of its founders, Sirona’s next chapter will likely be one of growth and expansion. Bajaj has made it clear that the vision from day one was to scale Sirona and take it global — and now, that mission is back on track. Some possible developments we might see in the future include:
The decision to repurchase the brand is a rare move in India’s startup ecosystem, but it highlights the power of reclaiming control when the vision and values align. For Sirona, it’s a chance to get back to what they started with — a commitment to providing women with the products they deserve, in a way that’s both innovative and sustainable.
Sirona’s bold decision to buy back its brand from The Good Glamm Group is a move that shows the brand is not just about making money; it’s about staying true to its vision of scaling globally and empowering women. This rare move marks a new chapter in Sirona’s journey, one that promises growth, innovation, and a commitment to improving the lives of women around the world.
The founders’ decision to step back into leadership and take control of their company is not just a win for them but for the countless women who rely on Sirona’s products every day. With a fresh start, Sirona is ready to continue its mission to change the game in feminine hygiene.
