New Delhi: Feminine health and hygiene company Sirona Hygiene has acquired sexual wellness brand Bleu for an undisclosed amount in an all-cash deal, according to company executives. Deep Bajaj, founder of Good Glamm Group-backed Sirona, confirmed the development.

“The acquisition of Bleu is in sync with Sirona’s objective of creating a portfolio of feminine care products in the sexual wellness space,” Bajaj said. He said Sirona will close FY23 with ₹100-crore revenue, and that the fem tech company has projected sales of ₹500 crore in two years.

Bajaj declined to divulge the size of the acquisition. He said the brand will adopt an omni-channel scale strategy across online and offline retail.

This is the second all-cash acquisition deal for Delhi-based Sirona in the last one year. It had acquired self-defence brand Impower last year. In March this year, Sirona, which sells female hygiene products, including menstrual pain relief patches, period stain remover, biodegradable sanitary napkins and menstrual cups, had announced a ₹5-crore ESOP buyback programme.

Komal Baldwa, founder of Indian startup Bleu, which sells “non-toxic” condoms, said the brand will be scaled up and that it would continue to occupy the niche it has created in the feminine wellness space. The $1.2 billion-valued Good Glamm group has interests in consumer goods and content creation, and sells personal care and beauty products under brands MyGlamm, Organic Harvest, The Moms Co, St Botanica, and BabyChakra.