Sirona acquires sexual wellness brand Bleü in an all-cash deal

Good Glamm Group-backed Sirona India has acquired Bleü – the vegan condom brand - in an all-cash deal.

With this acquisition, Sirona enters the sexual wellness category.

Sirona is a part of the beauty and personal care conglomerate, the Good Glamm Group -independently functioning under the Good Brands Co division.

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 intends to solve unaddressed problems for women with products, content, community, and services since 2015.

Sirona said it plans to grow the Bleu business 10x on the marketplace and D2C by March 2025. The target is to make Bleu (sexual wellness category of Sirona) a Rs 100 crore brand by 2025 contributing to 15-20% of the overall sales of Sirona.

Deep Bajaj, Co-Founder of Sirona, said, “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, “I am incredibly proud of the journey we have undertaken to create a passionate brand that caters to the needs of women. This acquisition is a significant milestone for us, as it allows us to leverage Sirona's extensive expertise and resources to expand reach and impact. Together with Sirona, we aim to revolutionise the sexual wellness industry and continue to empower individuals to make conscious choices about their well-being. I would also like to express my heartfelt gratitude to our customers and supporters who have embraced Bleü since its inception. Your trust and validation have been instrumental in our success. 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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