The brand’s Co-founder Deep Bajaj stated that with Good Glamm’s changing priorities, they felt the best way forward was to reclaim the brand and lead its next phase of growth themselves
The founders of Sirona, a feminine hygiene brand have completed the buyback of the company from the cash-strapped content-to-commerce firm Good Glamm Group. The brand’s Co-founder Deep Bajaj informed the decision through a LinkedIn post.
“Full circle moments are rare, but here we are! Life has a funny way of surprising you. Just when we thought our chapter with Sirona had closed, the universe had other plans. Guess what? We are back! We have officially bought back Sirona! Maybe it is serendipity, or maybe it is unfinished business—but one thing is clear: we still have more to contribute to the feminine hygiene space. And this time, we return with the same passion, a bit more wisdom, and an even bigger vision to create a meaningful impact,” Bajaj wrote in his post.
As far as the clarification around the decision to sell and then buy it back is concerned, Bajaj added that the goal was never just to sell, make money and move on. From day one, the vision was to scale Sirona and take it global. For two years, we nurtured the brand with Good Glamm before stepping away. We had a good run together, with its highs and lows, he stated.
“But with Good Glamm’s changing priorities, we felt the best way forward was to reclaim the brand and lead its next phase of growth ourselves. And here we are! Here’s to second chances, fresh beginnings, and making an even bigger impact. And here’s to wishing The Good Glamm Group all the best for the future!” his LinkedIn post read.
As per the media reports, the buyback which is largely financed through the personal capital of the founders is estimated at around Rs 150 crore. The reports added that this includes debt repayments incurred during Sirona’s time under the ownership of Good Glamm.
