Breaking taboos: India’s Sirona ready to start ‘much-needed’ conversations about feminine hygiene

The India-based direct-to-consumer (DTC) brand announced in late December that it had raised U$13.5m in its Series B funding round from DTC beauty conglomerate The Good Glamm Group.

The round also saw secondary buyout with early investors including seed and angel investors taking an exit.

Co-founder and CEO of Sirona Deep Bajaj told us that the brand aims to use Good Glamm’s expertise in its content-to-commerce marketing approach.

“Good Glamm’s content to commerce playbook is a major strength for any DTC brand. It will be of incredible value to us especially, as we operate in a new emerging category with a lot of taboo around it.​

Darpan Sanghvi, founder and CEO of Good Glamm, added: “The feminine hygiene segment is a tough one to pull off but needs far more intervention to make life simpler for Indian women and we believe our ecosystem of content and creators will greatly increase the education of and adoption of Sirona’s innovative hygiene products.”​

The Good Glamm umbrella consists of personal care brands including MyGlamm, St Botanica, BabyChakra and The Moms Co.

It also owns content platforms PopXO and ScoopWhoop and recently set up an influencer marketing venture Good Creator Co, which consolidated four companies it acquired in 2021: Plixxo, MissMalini, Winkl, and Vidooly.

Great potential

This marks Good Glamm’s entry into the underserved feminine hygiene market.

“Within the beauty, personal care category, [feminine hygiene] is the least disrupted segment so far. Women are still using pads that have been there for quite some time in the market. So much of the female hygiene issue is completely unaddressed,” ​said Sanghvi.

Speaking of the decision to invest in Sirona, Sanghvi said that Good Glamm was impressed by what the brand has achieved in a tough segment.

“Sirona has built a great business and has been able to grow profitably with disruptive products in this unique category with low capital… The team is passionate, their social mission is amazing, and we are privileged to have this opportunity to grow together with them and hopefully create history in this segment.”​

He added: “Sirona has a 360-degree approach to disrupt this category. Sirona has the potential to grow over everyone else in this category and the growth will be overwhelming in the coming years regardless of the city or platform.”​

With the new funds, Sirona will invest in building up its team as well as research and new product development.

“We shall continue to invest in our mission of solving unaddressed Feminine Hygiene issues with our unique, problem-solving products. You will see far more products and services coming up that will make life simpler for women across the world,” ​said Bajaj.

At the moment, the company will focus its growth on its home market.

“We believe India is a big market and in the initial phase, we would be focusing on spreading the word about our innovations across India,”​ said Bajaj.