Good Glamm Group-backed Sirona to add India’s first vegan condoms in market

The Good Glamm Group-backed Sirona acquired sexual wellness brand Bleü in an all-cash deal, less than two months after it announced a joint venture with actor Akshay Kumar to venture into men's grooming.

Sirona, a startup in femtech, had been acquired by Good Glamm Group in 2021. Sirona now offers an ecosystem of feminine care with the acquisition of this femtech brand.

“We had raised Rs 100 crore in a strategic round from the Good Glamm Group and shall be using available funds for this transaction. We would in fact be using the content to commerce muscle of the group to fast-track growth for this brand,” Deep Bajaj, Co-Founder of Sirona said.

According to Bajaj, “With this acquisition, we add India’s first vegan condoms to our portfolio. Condoms have traditionally been targeted toward men. However, Bleü condoms talk to women, which is what caught our attention.”

Currently, Sirona's product portfolio focuses on period care, intimate hygiene, and toilet hygiene. The startup also acquired IMPOWER in an all-cash deal last year to enter the women's safety segment.

In a statement, Baldwa said, "This acquisition is a significant milestone for us, as it gives us the opportunity to leverage Sirona's extensive expertise and resources to expand reach and impact."