Good Glamm would invest an extra Rs 100 crore in the following two years. Sirona Hygiene, a female hygiene start-up, has raised Rs 100 crore in a Series B funding round from the Good Glamm Group, a content-to-commerce unicorn. The round saw a secondary buyout, with early seed and angel investors exiting the company. According to the company, the balance money would be used for R&D and offline expansion. At the same time, the Good Glamm Group, which has acquired a majority ownership in the company, will invest an extra Rs 100 crore in the brand over the next two years.
Menstrual cups, herbal feminine pain relief patches, biodegradable sanitary disposal bags, and PeeBuddy are some of Sirona Hygiene’s products. This is the Good Glamm Group’s first push into the hygiene market.
Deep Bajaj, Founder & CEO, Sirona Hygiene, told “This is one of the highest amounts raised in the Series B round in our category. We have been growing steadily and have been profitable for the last three years. We will soon hit the Rs 100 crore mark in revenues. We will now be able to leverage on the Good Glamm Group’s expertise in terms of its content to commerce strategy and the offline network to scale faster. We hope to get to the Rs 500-crore revenue-mark in the next three years.”
For the Good Glamm Group, this move marks an entrance into the hygiene space. The digital-first house of brands has been aggressively making strategic bets this year, with acquisitions of brands such as BabyChakra, The Moms Co and ScoopWhoop.
Darpan Sanghvi, Founder & CEO, Good Glamm Group said, “Sirona Hygiene has been disrupting the feminine hygiene space with its innovative products. When we look at potential investments or acquisitions, we evaluate it from the lens of whether an asset is going to help us get scale or help us build habits or help us build a brand. Sirona ticks all these boxes for us. This is one of the unique opportunities where we believe our ecosystem of content and creators will increase awareness and adoption of the brand’s hygiene products exponentially.”
Sanghvi added that a significant focus will be on supporting Sirona’s D2C play and ramping up its offline presence, leveraging on the group’s sales network.