Sirona Hygiene
Sirona Hygiene Private Limited is an Indian women's wellness brand selling 130+ feminine hygiene, intimate care, maternity, sexual wellness, and personal safety SKUs through e-commerce, marketplaces, quick commerce, and 5,000+ retail stores across India.
- Company typePrivate
- Founded2015
- HeadquartersNew Delhi, India
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sirona Hygiene does
Sirona Hygiene Private Limited is an Indian women's wellness brand founded in 2015 by Deep and Mohit Bajaj and headquartered in Gurugram, Haryana. The company develops and markets feminine hygiene, intimate care, sexual wellness, and personal safety products targeting Indian women across life stages—from first menstruation through menopause. Sirona operates four sub-brands: Sirona (core period care, intimate hygiene, maternity, and menopause products), PeeBuddy (toilet hygiene devices including India's first female urination device, recognized by the Limca Book of Records with 23 million+ units sold), Bleu (acquired vegan sexual wellness brand offering condoms and lubricants), and Impower (personal safety products including pepper sprays and emergency alarms). The portfolio spans more than 130 SKUs across seven categories, with pricing ranging from ₹75 entry-level hygiene products to ₹2,348 premium menstrual cup + electric sterilizer kits.
The portfolio is anchored on differentiated material science and proprietary technologies including FDA-approved medical-grade silicone menstrual cups (5-year lifespan, used by 50 lakh+ Indian women), DryCore 360™ leak protection in maternity panties, Gel-Lock fluid-conversion technology in disposable underpads, oxo-biodegradable disposal bags, and proprietary steam sterilization in electric menstrual cup sterilizers (killing 99.9% of germs in 3 minutes). Sirona manufactures at its Gurugram facility (Unit No. 101-103, Pioneer Urban Square, Sector 62) and distributes via an omni-channel model: direct e-commerce through thesirona.com and mobile apps, third-party marketplaces (Amazon India, Flipkart, Nykaa), quick commerce (Zepto, Blinkit, Swiggy Instamart), and over 5,000 offline retail points including D-Mart, Reliance Retail, METRO, Walmart, Spar, and Apollo Hospitals.
The business model is high-volume, low-AOV direct-to-consumer retail with promotional mechanics like Buy 2 Get 4 and percentage discounts. End-customer reach is broad—50 lakh+ menstrual cup users, 23 million+ PeeBuddy units sold, 3 million+ pain patch units—indicating low revenue concentration at the consumer level. The company has undergone significant ownership volatility: acquired by Good Glamm Group in October 2024 at approximately ₹450 crore, then reacquired by the founders at ₹150–180 crore in 2025 with backing from Stride Ventures. Sirona remains loss-making at the operating level (₹22.6 crore FY25 loss, narrowed from ₹45.5 crore FY24) on ₹77 crore FY25 revenue, and is targeting ₹400–500 crore revenue within 24–36 months.
Sirona Hygiene firmographics
Firmographics- Name
- Sirona Hygiene
- Legal name
- Sirona Hygiene Private Limited
- Website
- https://thesirona.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sirona Hygiene Private Limited is an Indian women's wellness brand selling 130+ feminine hygiene, intimate care, maternity, sexual wellness, and personal safety SKUs through e-commerce, marketplaces, quick commerce, and 5,000+ retail stores across India.
- Ownership category
- akta.pro rank
Sirona Hygiene industry classification
Industry- Product category
- Feminine Hygiene Products
- NAICS
- Toilet Preparation Manufacturing (32562), Sanitary Paper Product Manufacturing (322291), Toilet Preparation Manufacturing (325620)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Feminine Hygiene Products (Pads, Tampons, Liners) (CRADALAG)
- akta.pro secondary industries
- Intimate Washes & Feminine Cleansers (CRABAIAH), Menstrual Pain Relief & Period Care Supplements (CRABAIAJ), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Feminine Care Distribution (CRAOAEAK)
Keywords
Where Sirona Hygiene is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Sirona Hygiene business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce (thesirona.com): Sirona generates revenue primarily through direct sales via its own e-commerce website, selling period care, intimate hygiene, toilet hygiene, sexual wellness, and personal safety products at various price points ranging from ₹75 to ₹2,348 per unit.
- Marketplace Sales (Amazon, Flipkart, Nykaa): Revenue generated through sales on major online marketplaces including Amazon India, Flipkart, and Nykaa, reaching customers across India through these platforms.
- Quick Commerce (Zepto, Blinkit, Swiggy Instamart): Sales through quick commerce platforms serving time-sensitive consumer needs for feminine hygiene and personal care products.
- Retail Distribution (5,000+ Stores): Revenue from offline retail distribution through 5,000+ retail stores nationwide including D-Mart, Reliance Retail, METRO, Walmart, Spar, and Apollo Hospitals.
- Hardware & Accessories (Sterilizers, Menstrual Cups, Razors): Sale of durable hardware products including electric and portable menstrual cup sterilizers (₹199–₹1,999), razors, and body trimmers, complementing consumable product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level hygiene products (wet wipes, intimate wash, toilet seat covers) |
| Unit Pricing | Pay-as-you-go | Core menstrual care products (menstrual cups, pain relief, period panties) |
| Unit Pricing | Pay-as-you-go | Premium hardware and sterilization products |
| Unit Pricing | Pay-as-you-go | Body care and hair removal |
| Unit Pricing | Pay-as-you-go | Sexual wellness and personal safety products |
| Unit Pricing | Pay-as-you-go | Menopause and diagnostics |
| Hybrid | Pay-as-you-go | Combo deals and kits (Buy 2 Get 4 offer) |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Sirona Hygiene product offering
Product offeringCore offering
Sirona Hygiene designs, manufactures, and sells a comprehensive portfolio of women's wellness products across period care, intimate hygiene, toilet hygiene, sexual wellness, personal safety, menopause, and body care categories. Its flagship offerings include FDA-approved reusable menstrual cups, PeeBuddy female urination devices, intimate care washes and wipes, herbal pain relief patches, and period panties. The company sells direct-to-consumer via its own e-commerce site, online marketplaces, quick commerce platforms, and 5,000+ retail stores across India.
Product overview
Sirona Hygiene is a women's wellness company offering a comprehensive portfolio of over 130 SKUs across seven core product categories. The product ecosystem is organized under four main brands: Sirona (core feminine hygiene products including menstrual cups, intimate care, period pain relief, and menopause solutions), PeeBuddy (toilet hygiene and female urination devices), Bleu (acquired vegan sexual wellness brand including condoms and lubricants), and Impower (personal safety products including pepper sprays and emergency alarms). The portfolio also extends into maternity care, hair removal, and body care products. The company sells directly through its e-commerce platform and distributes through online marketplaces and 5,000+ retail stores nationwide.
Differentiator
Problem solved
Functional benefit
Brands
- PeeBuddy: India's first female urination device brand, creating products for toilet hygiene including urination funnels, toilet seat sanitizers, and portable jet sprays.
- Bleu
- Impower
Products and services
- Sirona Menstrual Cup
Quantifiable outcome
- Menstrual cup sales grew from 1,000 units in 2018 to 8 lakh units annually by 2023, representing 800x growth over 5 years.
- +7 more outcomes
Companies that use Sirona Hygiene
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles5 records
Sirona Hygiene technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sirona Hygiene partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bleu (Sexual Wellness Brand Acquisition)coreSirona Hygiene acquired Bleu, a sexual wellness brand, in May 2023. Bleu is positioned as India's first 100% vegan natural-latex sexual wellness brand, offering ultra-thin, dotted, and spiral condoms as well as pH-balanced lubricants. This acquisition expanded Sirona's portfolio into the sexual wellness category.
Scale indicators14 records
Recent moves5 records
Expansion highlights5 records
Sirona Hygiene competitors and assessment
Company assessmentBroad incumbents
- Whisper (P&G India): Procter & Gamble's Whisper is the dominant sanitary pad brand in India and the primary mass-market competitor to Sirona's period care range. Both compete for the same menstruating-age consumer across modern trade, with P&G's significantly larger ad budget and shelf scale representing Sirona's main pricing and share threat.
- Stayfree (Johnson & Johnson India): J&J's Stayfree is another top-tier mass-market feminine hygiene brand competing head-to-head with Sirona in pads, tampons, and liners. It serves the same retail channels and consumer demographics and pressures Sirona on price, promotion, and shelf placement.
- Sofy (Unicharm India): Unicharm's Sofy is a leading Japanese feminine hygiene brand in India. It competes with Sirona across pads, panty liners, and increasingly in menstrual cups, leveraging Unicharm's pan-Asia distribution and manufacturing scale.
- Biotique: Biotique is an established Indian natural personal care brand selling skincare, body care, and intimate hygiene products across mass retail. It competes with Sirona on plant-based intimate wash and body care SKUs and shares distribution in modern trade and Nykaa.
Direct peers
- Niine: Niine is a homegrown Indian feminine hygiene brand focused on pads and menstrual awareness campaigns, making it a direct peer in the period care category. Both brands target similar Indian consumers and rely on digital-first, taboo-breaking content marketing.
- Pee Safe: Pee Safe is an Indian intimate and toilet hygiene brand offering personal care sprays, wipes, and hygiene products. It directly competes with Sirona's PeeBuddy and intimate care lines for the same female consumer across D2C, marketplaces, and modern trade.
- Sanfe: Sanfe is a New Delhi-based Indian startup offering feminine hygiene products including menstrual cups, intimate care, and pain relief, with a similar D2C-plus-marketplace GTM and taboo-breaking brand positioning. It is one of Sirona's closest direct peer companies in the Indian period care startup ecosystem.
- Carmesi: Carmesi is an Indian feminine hygiene startup selling natural and Ayurvedic pads, menstrual cups, and intimate care products. It overlaps with Sirona's positioning on plant-based, dermatologist-tested formulations and competes for the same premium-conscious menstruating consumer.
Emerging players
- Boondh: Boondh is a small Indian social enterprise focused on menstrual cups and sustainable period products. While smaller in scale, it represents the reusable cup segment where Sirona is a category leader and competes on similar environmental and value-based messaging.
- Plush: Plush is an Indian intimate care and personal hygiene brand offering skin, body, and intimate products. It overlaps with Sirona's intimate wash, hair removal, and body care categories and shares a similar D2C-plus-marketplace distribution model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Sirona Hygiene social profiles
Digital presenceSirona Hygiene compliance and trust
Trust signalCompliance4 records
Sirona Hygiene financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sirona Hygiene leadership team
Management profileNumber of profiles
Profiles2 records
Sirona Hygiene subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sirona Hygiene funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sirona Hygiene M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sirona Hygiene
What does Sirona Hygiene do?
Sirona Hygiene designs, manufactures, and sells a comprehensive portfolio of women's wellness products across period care, intimate hygiene, toilet hygiene, sexual wellness, personal safety, menopause, and body care categories. Its flagship offerings include FDA-approved reusable menstrual cups, PeeBuddy female urination devices, intimate care washes and wipes, herbal pain relief patches, and period panties. The company sells direct-to-consumer via its own e-commerce site, online marketplaces, quick commerce platforms, and 5,000+ retail stores across India.
Is Sirona Hygiene a public or private company?
Sirona Hygiene is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sirona Hygiene founded?
Sirona Hygiene was founded in 2015. It employs 11 to 50 people.
Where is Sirona Hygiene based?
Sirona Hygiene is headquartered in New Delhi, India, in the Asia region.
How does Sirona Hygiene make money?
Five revenue lines are on record. Direct-to-Consumer E-commerce (thesirona.com) is the primary driver. The others are marketplace Sales (Amazon, Flipkart, Nykaa), quick Commerce (Zepto, Blinkit, Swiggy Instamart), retail Distribution (5,000+ Stores) and hardware & Accessories (Sterilizers, Menstrual Cups, Razors).
Who are Sirona Hygiene's main competitors?
Broad incumbents on record are Whisper (P&G India), Stayfree (Johnson & Johnson India), Sofy (Unicharm India) and Biotique. Direct peers are Niine, Pee Safe, Sanfe and Carmesi. Emerging players are Boondh and Plush.
Does Sirona Hygiene have an API?
No public API is recorded for Sirona Hygiene.
What industry is Sirona Hygiene in?
Sirona Hygiene's product category is Feminine Hygiene Products. Its primary akta.pro industry code is CRADALAG, Feminine Hygiene Products (Pads, Tampons, Liners), with a secondary code of CRABAIAH, Intimate Washes & Feminine Cleansers. Its NAICS code is 32562 and its SIC code is 2844.