FemTech start-up Sirona acquires 'Impower' in an all-cash deal

Sirona, a Series-B funded homegrown FemTech start-up who have made the Stand & Pee Device for Women (PeeBuddy), has announced its foray into the women safety segment by acquiring the brand Impower.

The company has acquired Impower, the women's safety brand, from Donna FMCG in an all-cash deal for an undisclosed amount.

Impower is known for its online range of pepper sprays, which as per it has already sold half a million units so far.

Deep Bajaj, Co-Founder and CEO, Sirona, said, “At the core of Sirona, lies a deep passion to talk about unaddressed feminine hygiene issues that women face and solve them with our unique products. With International Women’s Day around the corner, we thought of moving beyond the tokenism of putting out a post and instead of picking another neglected area - women safety and offering solutions there. In Impower, we saw a brand that shared our philosophy and was as committed to driving on-ground impact. We look forward to having Impower on board.”

This expansion in its product portfolio, around International Women’s Day, with Impower’s pepper spray strengthens Sirona’s commitment to empowering women and makes it one of the few brands solving both unaddressed feminine hygiene and women's safety issues. Post its recent fundraise of Rs 100 crore from the Good Glamm Group, the company is bullish on strategic acquisitions and scaling growth to hit the Rs 500-crore revenue mark within the next three years. 

Women's Safety has been a major concern in India. As per the National Commission for Women (NCW), there was a 46% rise in complaints of crimes against women in the first eight months of 2021 over the corresponding period of last year.

This acquisition is a natural extension of Sirona’s mission of creating a larger impact in society by providing awareness, education, and opportunity around all unaddressed issues - safety being one of them.

Founders of Impower - Akshay Dua and Tanisha Pant, said, “With Impower, we want to make every woman feel safe and have the freedom to step out without worry. Sirona has made great strides in the feminine hygiene category. Deep and his team has made lives simpler for women with their innovative products - the majority of which are habit-changing products but have been adopted at a mass scale, we need similar adoption for Impower and hence the alliance. We believe Sirona hygiene is the perfect place for Impower to fulfil its mission!”

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