: ‘My Wife Inspired Me to Create India’s First Stand Pee Device for Women’ #IndiaNEWS #Entrepreneurs Deep Bajaj, the 38-year-old founder of Sirona Hygiene, a Delhi-based homegrown femtech startup

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Posted in: #IndiaNEWS #Entrepreneurs

‘My Wife Inspired Me to Create India’s First Stand Pee Device for Women’ #IndiaNEWS #Entrepreneurs
Deep Bajaj, the 38-year-old founder of Sirona Hygiene, a Delhi-based homegrown femtech startup seeking to break the stigma around intimate female hygiene, started this venture as a means of finding solutions to the problems his wife, mother and millions of other Indian women face.
(Above photo of Sirona Hygiene Founder Deep Bajaj with his companys menstrual cup and PeeBuddy device)
Since its inception in 2015, Sirona has come up with a variety of innovative products like PeeBuddy (India’s first Stand and Pee/female urination device), menstrual cups, washes and sterilizers for these cups, India’s first herbal period pain relief patches, anti-chafing rash cream, coloured biodegradable sanitary pads and oxo-degradable disposal bags, amongst others.
“Initially, people said that Indian women wouldnt stand and pee. So far, we have sold 3 million units of PeeBuddy, for which we have acquired a design patent. When we started talking about period pain patches, the thought was Indian women were too used to hot water bottles and painkillers. Thus far, we have sold 4,00,000 packs of herbal period pain patches. When you look at menstrual cups, we will soon hit a milestone of 1 million units, thereby becoming Indias highest seller. Although menstrual cups aren’t our idea, the washes and sterilizers we have made for them are our innovation,� Deep says in a conversation with The Better India.
He adds, “As a startup, we have turned profitable for the last three years, growing 100% year on year. �
Personal Journey Which Became a Business Mission
Before venturing into disrupting the female hygiene market, Deep had joined his wife, Rashi, a couture carpet designer, in the business of handmade carpets. Running this venture while Rashi was undergoing the final trimester of her pregnancy had become a difficult task, particularly when travelling for business meetings. It had become very difficult for her to step out.
“Unfortunately, we had one miscarriage before. But given the nature of our venture, we had to travel. On one occasion, even though I could barely afford it, I booked her a business class ticket from Delhi to Dubai for a business meeting. Despite the other luxuries on offer, she had to use a common toilet, which would often get soiled, thus making it difficult for her to use. Similarly, on our travels, my mother, who was suffering from arthritis, would also struggle to use conventional toilets,� recalls Deep.
However, it wasn’t until 2013, when Deep first got the idea of PeeBuddy, the stand and pee device. On a road trip with his wife from Delhi to Jaipur alongside four other couples, Deep noticed that while the men had no problem drinking whatever they wanted, the women were rationing their intake given the lack of clean toilets along the highway.

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