THE WHAT? Sirona India has announced the acquisition of vegan condom brand, Bleu. The deal marks the Good Glamm Group-backed company’s entry into the sexual wellness category for the first time, according to a report published by Delhi Business Line.

THE DETAILS Sirona has ambitious expansion plans for Bleu, aiming to grow sales tenfold by 2025, transforming it into a ₹100 crore brand, accounting for 15 to 20 percent of Sirona’s total sales.

THE WHY? Deep Bajaj, Co-founder of Sirona, said in a statement, per Delhi Business Line, “Sirona is known for its category defining products in the intimate and menstrual hygiene categories. As a brand, we are women-first, offering solutions for their unaddressed problems. With this acquisition, we add India’s first vegan condoms to our portfolio. Condoms have traditionally been targeted towards men. However, Bleu condoms talk to women, which is what caught our attention. Bleu is made keeping in mind women and their needs. Komal has put a lot of hard work in creating this brand, has customer validation and we hope to scale it further.”