Good Glamm Group-backed Sirona Hygiene Acquires Bleu After Impower
With this acquisition, Sirona enters the sexual wellness category. The target is to make Bleu a Rs 100 crore brand by 2025 contributing to 15-20 per cent of the overall sales of Sirona
Good Glamm Group backed Sirona India on Tuesday has acquired Bleü, a condom brand in an all-cash deal. With the acquisition of Bleü, Sirona forays into the sexual wellness category with a strong product and differentiated offering.
Sirona is India’s femtech brand, known for its feminine hygiene products and India’s first Period Tracker on WhatsApp.
Bleü, established in 2019, is a pioneering homegrown brand that has revolutionised the sexual wellness industry by introducing a range of vegan condoms crafted from natural latex.
This acquisition is directly in line with Sirona’s goal of offering an ecosystem of feminine care. Whether it is period care, intimate hygiene, or toilet hygiene, Sirona has been solving unaddressed problems for women with products, content, community, and services since 2015.
Sirona is a part of beauty and personal care conglomerate, the Good Glamm Group. Last year, Sirona entered the women’s safety segment with the acquisition of Impower in an all-cash deal.
Deep Bajaj, Co-Founder of Sirona said on the acquisition, “Sirona is known for its category-defining products in the intimate and menstrual hygiene categories. As a brand we are women-first, offering solutions for their unaddressed problems. 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. Bleü is made keeping in mind women and their needs. Komal has put in a lot of hard work in creating this brand, has customer validation and we hope to scale it further.”
Komal Baldwa, Founder, Bleu Condoms, said, “Together with Sirona, we aim to revolutionise the sexual wellness industry and continue to empower individuals to make conscious choices about their well-being. We are excited about the future and the opportunities that lie ahead as we embark on this new chapter with Sirona.”
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