• Sirona was founded by Deep Bajaj and Mohit Bajaj after noticing that many women’s hygiene problems in India were rarely discussed openly, even though millions quietly faced them every day
• Instead of focusing only on traditional sanitary products, the company created practical hygiene and wellness products designed around real everyday problems women experienced
• What started as a small D2C hygiene startup slowly became one of India’s fastest-growing women’s wellness brands by building products people actually felt comfortable using and recommending
For years, conversations around women’s hygiene in India stayed extremely limited. Many everyday problems women faced were treated as “too awkward” to discuss openly, even though millions dealt with them regularly. Because of that, a lot of products simply did not exist in the market. Women often adjusted their lifestyles around problems instead of expecting better solutions. Basic issues related to intimate hygiene, menstrual comfort, hair removal, restroom hygiene, and personal care were either ignored or heavily stigmatized in advertising.
That gap stood out to Deep Bajaj and Mohit Bajaj.
They realized something important: people were not avoiding these conversations because the problems were small. They were avoiding them because society had made them uncomfortable to talk about. And that understanding slowly became the starting point of Sirona. Instead of building another generic personal care company, the founders focused on solving practical problems women quietly experienced every single day. And honestly, that’s what made the brand stand out so quickly.
One reason Sirona started attracting attention was because many of its products solved situations people already faced but rarely discussed openly.
Products like menstrual cups, pee-safe toilet sprays, intimate hygiene products, sanitary disposal bags, and herbal pain relief patches immediately felt useful because they were connected to very real everyday experiences. The company did not try to create unrealistic beauty marketing around them.
Instead, the products felt practical. That difference mattered a lot.
Because most women’s hygiene advertising in India earlier focused heavily on polished, overly idealized campaigns. But Sirona approached the category more honestly. The company openly talked about hygiene, comfort, periods, restroom cleanliness, and daily convenience in a direct but normal way. That made people relate to the brand much faster. The products also solved problems people genuinely experienced during travel, work, college, and everyday routines. And once consumers found something genuinely useful, recommendations started spreading naturally.
Especially online.
A lot of companies avoid uncomfortable topics because they worry consumers may hesitate to engage with them publicly. But Sirona took the opposite approach. The brand openly discussed topics most people usually avoided talking about periods, toilet hygiene, intimate care, and women’s wellness. But the communication never felt overly dramatic or forced.
That’s what worked.
Instead of making hygiene feel embarrassing, the company slowly normalized conversations around it. The branding felt modern, informative, and approachable instead of overly clinical or awkward. And younger consumers especially connected with that shift. Because social media had already started changing how people viewed wellness and self-care. Women were becoming more open about discussing health, hygiene, and comfort online. Sirona entered that space at exactly the right time. The company made products people actually felt comfortable searching for, talking about, and recommending to friends.
And that emotional comfort became one of the brand’s biggest strengths.
Like many modern D2C brands, Sirona grew strongly through the internet. But unlike trend-based startups that grow only because of temporary hype, Sirona’s products are connected to recurring everyday needs. That made repeat usage much stronger. Women who used products like PeeSafe sprays, menstrual cups, or intimate hygiene products often continued using them because they solved practical problems in daily life.
That consistency helped the company grow steadily.
Social media, influencers, and online creators also played a major role. More women started openly sharing product experiences, hygiene tips, travel essentials, and wellness routines online. That naturally increased awareness around the brand. Slowly, Sirona products started appearing everywhere on e-commerce platforms, pharmacies, supermarkets, wellness stores, and social media advertisements. And over time, the company became one of the most recognizable women’s wellness brands in India. Not because it chased attention constantly.
But because the products genuinely fit into people’s lives.
One thing that helped Sirona stand out was that the company focused more on comfort and practicality than flashy marketing. The products felt simple to understand, easy to use, and connected to everyday situations women already experienced. The brand never tried too hard to sound luxurious or overly complicated.
That simplicity built trust.
Because when it comes to hygiene and personal wellness, people usually stay loyal to products that make them feel comfortable and safe. Sirona understood that really well. The company also benefited from timing. Consumers today are far more aware of personal wellness, hygiene, and self-care compared to earlier years. Topics once considered “awkward” are now discussed much more openly online. And Sirona became part of that larger cultural shift.
Today, Sirona is known as one of India’s fastest-growing women’s wellness brands. From menstrual hygiene to intimate care and personal wellness products, the company built a strong identity in a category many brands earlier ignored completely. But the real reason behind its growth is actually very simple. The founders noticed that millions of women were already dealing with certain problems every single day. The market just was not talking about them honestly.
Sirona changed that.
Instead of building products around unrealistic advertising, the company focused on comfort, practicality, and real-life situations women genuinely related to. And sometimes, solving problems people quietly experience every day is enough to build something much bigger than expected.
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