Sirona's a labour of love, had to get it back: Deep Bajaj

"WE HAD MOVED on, but when we saw that Sirona, a brand we had built with so much love, was at the point of being divested by the Good Glamm Group, we had to get it back. So we took a leap of faith," says Deep Bajaj, co-founder Sirona, on the brand's buyback after just four months of sale, in an exclusive interaction with FE.

- IVINDER GILL

Bajaj, with co-founder and brother Mohit, sold Sirona, a female hygiene brand, to Good Glamm Group in October 2024. However, Sirona's slide was fairly quick, mainly due to financial issues at Good Glamm's end. Revenues have reportedly dropped to almost one-fifth from about a run rate of ₹140 crore at the end of FY24.

"A lot changed at Good Glamm's end, and there were challenges, especially around inventory supply, with Sirona. The brand had slowed down for various reasons. And when we saw it was available, we felt there was still unfinished business. Sirona was created to solve real problems for women, and we believed we could bring it back to its core and scale it again," Bajaj tells FE.

Instead of commenting on the revenue numbers, he says: "Businesses go through cycles. Like any transition of this scale, there were ups and downs. Some decisions worked well, some didn't. That's just the nature of business."