Interesting times to start a D2C brand: Deep Bajaj, Sirona Hygiene
In our new series e4m D2C Revolution, we will shine the spotlight on D2C brands, diving deep into their journeys, marketing strategies, localisation & expansion plans. Today we feature Sirona Hygiene
Founded in 2015, femtech brand Sirona Hygiene has been a key player in disrupting the feminine hygiene space. It recently even forayed into the sexual wellness category with the acquisition of vegan condom brand Bleü, with which the brand plans to scale up its entry into different categories of feminine hygiene.
“It just fits in very well with the brand philosophy. We want to break the stigma around female hygiene issues. The journey that we are trying to solve is right from puberty to menopause,” shared Deep Bajaj, Co-Founder, Sirona Hygiene.
The brand’s journey began with the realisation there was an opportunity to address issues around menstrual hygiene, said Bajaj.
Sharing more on how the journey progressed and the strategies to reach consumers, Bajaj said Sirona is strong on marketplaces along with its website and a bit of offline presence. “The spends vary channel-wise. We ship around 4 lakh orders a month but I feel we are yet to reach the tier 2 and tier 3 towns in the way we want to,” he stated.
Bajaj further shared that Sirona has been getting around 70 per cent of its consumers from marketplaces, and 15 per cent from D2C and offline.
On where the D2C domain stands today, he said that these are interesting times for anyone who wants to start a D2C brand, purely because technology has taken awareness and content to the last mile.
Watch the full interview for more insights.
