Sirona Founders Buy Back Startup from Good Glamm Group in Rare Move
In a rare and remarkable turn of events, the founders of feminine hygiene startup Sirona, Deep and Mohit Bajaj, have repurchased their company from content-to-commerce unicorn The Good Glamm Group. This unexpected move comes just over a year after Good Glamm acquired Sirona in an all-cash deal worth ₹450 crore in October 2024.
The story began in 2022 when Good Glamm invested ₹100 crore in Sirona, marking a significant milestone for the startup. At the time, the investment was seen as a vote of confidence in Sirona’s innovative approach to feminine hygiene and its potential for growth. Fast forward to 2024, and Good Glamm’s confidence had turned into a full-fledged acquisition, with the group concluding its purchase of Sirona for a substantial sum.
However, in a move that has left many in the startup ecosystem stunned, the founders of Sirona have now bought back their company from Good Glamm. The terms of the deal have not been disclosed, but it is clear that the founders have managed to secure significant funding to repurchase their startup.
“We never thought we’d be back here, but full circle moments are rare, and here we are,” Deep, one of the founders of Sirona, was quoted as saying in an interview.
So, what led to this unexpected turn of events? According to sources close to the matter, the founders of Sirona had always maintained a significant stake in the company, even after the acquisition by Good Glamm. As the startup continued to grow and thrive, the founders began to re-evaluate their partnership with Good Glamm.
It appears that the founders had always envisioned Sirona as an independent entity, and the acquisition by Good Glamm was seen as a means to accelerate growth and scale. However, as the company continued to evolve, the founders began to feel that their vision and values were not aligning with those of Good Glamm.
“We always believed in Sirona’s mission to empower women and improve their lives through innovative products and services,” Deep explained. “While our partnership with Good Glamm was fruitful, we realized that our values were not aligned, and we wanted to take the company back to its roots.”
The repurchase of Sirona is likely to have significant implications for the startup ecosystem in India. It serves as a reminder that even in the face of significant growth and investment, founders can still maintain control and direction of their companies.
Moreover, the move highlights the importance of alignment between founders, investors, and partners. It is clear that the founders of Sirona were not willing to compromise on their vision and values, and their decision to repurchase the company is a testament to their commitment to their mission.
For Good Glamm, the repurchase of Sirona marks a significant departure from its usual acquisition strategy. The group has been known for its aggressive expansion into new markets and categories, and the acquisition of Sirona was seen as a key part of its plans to dominate the feminine hygiene space.
However, the repurchase of Sirona suggests that Good Glamm may be re-evaluating its priorities and focusing on other areas of growth. The group has been expanding its presence in new markets and categories, and it is likely that it will continue to prioritize these initiatives.
In conclusion, the repurchase of Sirona by its founders is a rare and remarkable event that serves as a reminder of the importance of alignment and vision in the startup ecosystem. As the company continues to grow and evolve, it will be fascinating to see how the founders plan to take the company forward and achieve their goals.
Source: https://yourstory.com/2025/02/full-circle-founders-buy-back-sirona-from-good-glamm-group
