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Good Glamm Group completes buyout of feminine hygiene brand Sirona for Rs 450 crore

Economic TimesEconomic Times · 1y ago
Good Glamm Group completes buyout of feminine hygiene brand Sirona for Rs 450 crore
Medial

- Good Glamm Group has acquired feminine hygiene brand Sirona for Rs 450 crore in an all-cash deal. - Earlier this year, there were legal disputes between the founders and investors of Sirona and Good Glamm Group, but they have now been resolved with a new agreement being signed and all pending payments settled. - Good Glamm currently owns a majority stake in Sirona and will hold 100% stake by the end of the fiscal year. - Sirona specializes in menstrual hygiene products and offers a range of innovative products such as herbal pain relief patches, biodegradable sanitary pads, and menstrual cup kits. - Sirona's acquisition adds to Good Glamm Group's expanding portfolio of brands, including MyGlamm, The Moms Co, Organic Harvest, St Botanica, Baby Chakra, and digital media and content platforms. - Good Glamm recently raised Rs 245 crore through a rights issue and used internal capital and proceeds from the funding round for the Sirona acquisition.

Related News

Sirona founders, IAN withdraw default notices against Good Glamm Group

LivemintLivemint · 1y ago
Sirona founders, IAN withdraw default notices against Good Glamm Group
Medial

- Good Glamm Group has completed the acquisition of women's wellness brand Sirona Hygiene for ₹450 crore ($60 million) in an all-cash deal. - Founders of Sirona Hygiene and investor IAN previously filed default notices against Good Glamm Group for non-payment of dues, but the notices have now been withdrawn after an agreement was reached for pending payments. - Good Glamm Group invested ₹100 crore in Sirona in 2022 and is said to have earned substantial returns for early investors. - Sirona has tripled its revenues in the past 24 months and recently acquired the direct-to-consumer brand Impower. - Good Glamm Group operates across multiple verticals and is backed by investors such as Warburg Pincus, Prosus Ventures, and Amazon.

Amid ownership transition, Sirona’s revenue drops to Rs 77 Cr in FY25

EntrackrEntrackr · 7d ago
Amid ownership transition, Sirona’s revenue drops to Rs 77 Cr in FY25
Medial

Amid ownership transition, Sirona’s revenue drops to Rs 77 Cr in FY25 The Deep Bajaj-led firm was acquired by the Good Glamm Group in October 2024 in a deal valued at around Rs 450 crore. Amid this transition, the Gurugram-based company’s operating scale took a hit during the fiscal year ended March 2025. Feminine hygiene brand Sirona’s journey over the past year has seen an ownership change that affected the brand’s course. However, amid challenges at Good Glamm, Sirona’s founders bought back the brand earlier this year at a sharply lower valuation of around Rs 150–180 crore. Sirona’s revenue from operations declined 23% to Rs 77 crore in FY25 from Rs 100 crore in FY24, according to its standalone financial statements sourced from the Registrar of Companies (RoC). Founded in 2015, Sirona offers a range of feminine hygiene products, including PeeBuddy (a stand-and-pee device), herbal period pain patches, menstrual cups, period stain removers, and sanitary disposal bags. The sale of products remained the sole contributor to the company’s operating revenue. Sirona also recorded Rs 3 crore from other operating income, taking its total revenue to Rs 80 crore in FY25. On the cost side, advertising continued to be the largest expense head, accounting for around 30% of the company’s overall expenditure. However, Sirona significantly reduced its marketing spends, which declined 36% to Rs 26 crore in FY25. The cost of materials also dropped to Rs 26 crore in line with the reduced scale of operations. Warehousing and employee benefit expenses stood at Rs 10 crore and Rs 5 crore, respectively. Overall, Sirona managed to cut its total expenditure to Rs 91 crore in FY25 from Rs 146 crore in FY24. Despite the decline in revenue, the company narrowed its losses substantially, primarily due to lower advertising and employee expenses. Sirona’s losses reduced to Rs 22.6 crore in FY25 from Rs 45.5 crore in FY24. At the unit level, Sirona spent Rs 1.18 to earn every rupee of operating revenue during FY25. As of March 2025, the firm reported current assets worth Rs 29 crore, including cash and bank balances of Rs 12 crore. Operating in a market where Pee Safe has been the notable performer with a profitable journey, Sirona’s woes are obviously attributable to the sale that didn’t work out. Now that the founders are back in full control, it remains to be seen if they have the drive to help take it where they dreamt of. The feminine hygiene space is a growing segment, and there is genuinely a long way to go.

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