This Founder sold his Female Hygiene start-up for ₹450 Crore This Founder sold his Female Hygiene start-up for ₹450 Crore
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This Founder sold his Female Hygiene start-up for ₹450 Crore

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Angel Investing Consumer & Affluent India Trends Startup & Entrepreneurship

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This Founder sold his Female Hygiene start-up for ₹450 Crore by Sandeep Jethwani

In this candid episode of Create Wealth, Sandeep Jethwani sits down with Deep Bajaj, founder of Sirona — a pioneering female hygiene brand in India. From launching PeeBuddy to exiting in a ₹450 crore deal, and then buying the company back, Deep shares an extraordinary journey of purpose, resilience, and reinvention. This conversation delves into building a taboo-breaking D2C brand, navigating capital decisions, and the emotional weight behind selling — and reclaiming — a business built with heart.

Highlights

  • Deep’s career shift: From event planning to femtech entrepreneurship
  • Tackling taboos: Building female hygiene products with boldness
  • Zero to traction: Hustling through marathons, doctors, and Amazon
  • From bootstrapped beginnings to securing VC funding
  • The ₹450 crore exit: Selling Sirona to the Good Glamm Group
  • Life after the exit: Identity, reflection, and emotional void
  • The rare buyback: Why Deep reacquired Sirona
  • Building lasting D2C brands: Advice on scale, authenticity, and branding

Deep Bajaj | Refounder, Sirona

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