Sirona launches #SironaGotYourBack digital campaign
Sirona, homegrown femtech startup leading India’s Menstrual Cup Revolution and makers of India’s First Stand & Pee Device for Women - PeeBuddy, today released its digital campaign #SironaGotYourBack to make tabooed periods and intimate conversation mainstream and offer solutions for unaddressed problems in this category. On the occasion of International Women's Day, it brought together Karishma Mehta (Founder & CEO of Humans of Bombay), Simran Balar Jain (Digital Content Creator), Samyukta Hegde (Actor) & Aakanksha Monga (Travel Content Creator)- women who have always spoken their mind and are never afraid to take a stand.
As a part of the campaign, the brand will be unveiling a digital video with these 4 women from different walks of life talking about their period experiences from leaks, stains, and restricted movement to intimate area rashes, period pain, and PMS issues. As each of them share their stories, they realize that unaddressed period issues are not an individual problem but something every woman in India has to go through. The film then introduces the solution that empowered them to have a comfortable experience during periods- Sirona!
To create on-ground and immediate impact, the brand is also undertaking a one-of-its-kind initiative in collaboration with Redbus.in, called ‘Here for her’- a campaign aimed at offering a more comfortable road travel experience for women. In this campaign, the women representatives of redBus will distribute- PeeBuddy Stand and Pee Funnels and PeeBuddy Toilet Seat Cover samples free of cost to women travellers at major bus boarding points and even explain their usage to those who are unfamiliar with such products. RedBus is setting up kiosks at major bus stations in Bengaluru and Pune, between 6th March and 8th March, to facilitate distribution of about 10,000 kits to its women passengers and intends to scale it to other regions subsequently. The aim of this initiative is to make women aware of solutions that can make hygiene during travel possible.
With these initiatives, Sirona is strengthening its commitment to empowering women by breaking the stigma around unaddressed feminine hygiene issues and creating problem solving products. In India, ~23% (Nielsen Report) of girls drop out of school altogether, upon reaching puberty because of menstrual-related reasons including period bullying. There is limited or no awareness about menstrual products or feminine hygiene for millions of women in India. Approximately 60% of women are diagnosed with vaginal and urinary tract diseases and infections every year due to poor menstrual hygiene.
Talking about the initiatives, Deep Bajaj, CEO & Co-Founder, Sirona, said, “We truly believe that the world of equal opportunity is possible. But we are also aware that we have miles to go to get there. At Sirona, we are relentlessly working towards empowering women to live the best version of their life. This women’s day campaign- #SironaGotYourBack is in line with the same vision and mission. We are glad to partner with entrepreneurs and changemakers like Karishma, Samyukta, Simran and Akansksha who share the same vision as us and further our cause of bringing period and intimate conversations to the forefront.”
Karishma Mehta, Founder & CEO of Humans of Bombay, said, “There’s no denying that periods are difficult for all of us. But, the hardest part of periods for me personally is PMSing. I think most girls face it. From bloating, mood swings to severe cramps, the symptoms are endless. On the days of my periods, I usually carry a hot water bag with me, which again is not that convenient. Even after that, there have been days where I have had to cancel my important meetings because of my cramps. But, Sirona came to my rescue. That’s the reason I decided to collaborate with them, so that I can share my experience with women who are facing similar issues and make their periods comfortable too.”
Sirona is behind many innovative, category-defining, India's first products like PeeBuddy (India’s first ‘stand and pee’ device for women to pee in dirty toilets), Herbal Feminine Pain Relief Patches for period pain, Anti Chafing Rash Cream for rashes in intimate areas, Period Stain Remover, Oxo-biodegradable Sanitary & Tampon Disposal Bags, and Sirona Menstrual Cup (over 10 lakh menstrual cups sold till now) and its complete ecosystem including Menstrual Cup Steriliser and Cup Wash. On the occasion of Women’s Day, the brand is also launching a range of innovative products such as Pain Relief Heat Patch, Headache Relief Patch, Gummies - PMS Gummies and Multivitamin Gummies (nutrition) and Lubricants - in flavours such as strawberry and black current, to diversify their portfolio.
The brand also conducts awareness campaigns and medical expert-led knowledge sessions for different members of society on an ongoing basis. Sirona also donates 1 Re from every Sirona and PeeBuddy product sold towards initiatives that improve the menstrual health of underprivileged women across India.
Last month, Sirona also acquired IMPOWER- a pepper spray brand in an all-cash deal. With this acquisition, Sirona steps into another neglected area - women safety and strengthens its commitment to empowering women.