In a surprising turn of events, the founders of Sirona, Deep and Mohit Bajaj, have successfully bought back their feminine hygiene brand from the Good Glamm Group. The buyback comes just four months after Good Glamm acquired Sirona for Rs 450 crore in an all-cash deal.

The decision to reclaim the brand was driven by the founders’ vision to scale Sirona and take it global, a goal they felt was not fully aligned with Good Glamm’s changing priorities. The buyback, reportedly funded by the personal capital of the Bajaj brothers, marks a new chapter for Sirona as it aims to continue its growth trajectory independently.

Deep Bajaj expressed his excitement about the buyback in a LinkedIn post, stating, “We still have more to contribute to the feminine hygiene space… From day one, the vision was to scale Sirona and take it global.” He also acknowledged the highs and lows of their partnership with Good Glamm, emphasizing their commitment to making a meaningful impact.

The Good Glamm Group, which has faced financial challenges including layoffs, investor departures, and mounting debts, is now focusing on raising fresh funds at lower valuations. Despite these challenges, the group continues to aim for an IPO in FY25.

The buyback is seen as a positive move for Sirona, allowing the founders to lead the brand’s next phase of growth with renewed passion and vision.