Unique, intimate, innovative and hygiene are among words that are closely associated with Sirona Hygiene Pvt Ltd. A five-year-old Delhi based company, its wide range of products are fast becoming a part of the young and elderly women’s life as they offer ready, comfortable, hygienic, and also environment friendly solutions to ease their everyday problems. With SIRONA at the centre offering Intimate & Menstrual Hygiene products, the company also has 2 sub brands PeeBuddy & BodyGuard -for Toilet Hygiene products and Family Hygiene needs respectively.
“We are committed to solving those intimate and menstrual hygiene issues for women, which are ‘not adequately addressed’ in our country. Our solutions are unique over the counter products,” says Deep Bajaj, founder of Sirona.
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A serial entrepreneur, 37-year-old Bajaj reveals that Sirona is his fourth venture. The first venture, an events management company, served him as a learning tool. Over the last five years, Bajaj with the help of his co founder - Mohit, has been focusing primarily on the needs of women of all ages and is bringing global standards and solutions to help Indian women.
“We exist because Indian women face many feminine issues that are not addressed. For instance - take issue of lack of clean & friendly toilets for women - This challenge so big that women have to plan their travel keeping in mind where they could hope to find access to clean toilets, the alternative being to keep on travelling till they find clean facilities. The problem is more troubling when you are in the advanced stages of pregnancy or have arthritis,” says Bajaj. For overcoming dirty toilet seat challenge, Sirona came up with Peebuddy that allows the user to stand and urinate. This product is useful for both young and elderly women, who are wary of sitting on the toilet seats and getting infection.
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Going beyond hygienic and bio-degradable products including natural & coloured sanitary pads, menstrual cups, Sirona product range includes many India first solutions like oxo degradable sanitary disposable bags for clean & hygienic disposal of sanitary products and underarm sweat pads for clothes as well. The company’s other useful range of products include India’s first herbal pain relief patches for menstrual cramps as a safer alternative to painkillers, chemical actives free rash cream and natural intimate wash for those who have allergy due to use of sanitary pads not made of natural products or blended highly absorbent materials under SIRONA brand. BodyGuard by Sirona offers natural solutions for mosquitoes, pollution and other family hygiene issues, custodian of which is always the lady of the house.
“We are a ‘problem - solution’ focused company with strong focus on customers, if they are facing some issue due to societal taboos, we should be able to solve it with our unique products & services. We would like to give this industry a 360 degree turn and bring to fore issues that are hardly ever discussed in public,” says Bajaj.
Registering 140 per cent year on year growth for the last five years, the start-up has been cash- positive for last two years. Vouching for the successful acceptance of its products are the number of products sold in what is a huge 3,000-cr market for sanitary pads, tampons and menstrual cups.
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Sirona has so far sold 3 lakh menstrual cups, 20 lakh have used Peebuddy and 1 lakh pain relief patches. Competing in a tough market are Sirona’s colourful biodegradable, thin sanitary pads in pink and black, for those who are averse to seeing blood stains, very visible on white pads.
Many awards and laurels bagged by the company speaks of its vision and service to women’s health and comfort. The numerous awards include National Entrepreneurship award by GOI, Economic Times 40 under 40, Fortune 40 under 40, TiE Spirit of Manufacturing Award, Economic Times BCG Innovation award (Inclusion) and ET Start-up of the year (Social Enterprise).
