Who could’ve thought of an urination device especially for women, helping them to stand and pee, a power which even nature hasn’t given to the female anatomy? Deep Bajaj & Mohit Bajaj conceived the idea of PeeBuddy in 2013 (India’s First Portable, Disposable Female Urination Device using which women can now stand & Pee) when they were travelling and had a hard time finding a clean toilet for fellow women travelers.

Today, PeeBuddy not only helps women who want to avoid physical contact with the toilet seat but also women with physical health issues like arthritis, hip/joint problems, pregnancy, and also marathon runners, trekkers, travelers, adventurers for whom finding a toilet is difficult. Basically, every woman who doesn’t want to squat/clean the seat or hold it in or doesn’t wishes to deal with a dirty or unfriendly toilet seat. The same team identified other Menstrual & Intimate Hygiene Issues and introduced SIRONA brand.

Deep Bajaj, the co-founder of Sirona India and Peebuddy thinks that he was destined to launch PeeBuddy since his parents named him Deep, which in reverse becomes ‘peed’. He thinks that men have each and every tree, wall to their disposal when nature calls, and that is unfair, especially in today’s day and age when women are travelling more, working more and while she is at it, she is facing a lot of problems, the urination one, being the most apparent yet complex problem which had scope of solution.

PeeBuddy, is in Limca book of world records for its unique innovation that solves a pressing problem for women everywhere. The awards this product received include ET NOW ‘Lufthansa Runway to Success’ – Season 5 (where 64,000 Startups applied) and the title of ‘Wellness Product of the Year’ at Start-up 2018 event. PeeBuddy – India’s First Female Urination Device – conceived by a team of Men – has sold over a million units!

But it was not so easier. When these founders went to showcase this product to small medical shops to women’s health product suppliers, most of them showed the door to these men talking about women’s sanitation issues. They couldn’t digest the fact that the rejection was because of the word ‘pee’ in the product name. The belief in the product is what kept them going and the results are proof today.

The team has also identified other Intimate Menstrual Hygiene related challenges (not solved or partly solved issues) faced by women and decided to solve them with SIRONA range.

Three broad categories in which SIRONA operates:

A) During the flow solutions

Issue – There were limited/no alternates available to handling menstrual pain / disposal of sanitary waste / cleaning the intimate Areas on the go!

Sirona introduced –

• India’s First Herbal Feminine Pain Relief Patch (to avoid pain killer /pills during periods) called SIRONA Feminine Pain Relief Patches,
• India’s First Oxo Degradable Sanitary Disposal Bags (For Clean & amp; Hygienic Disposal of Sanitary Products) called SIRONA I Love Clean Disposal Bags
• Intimate Wet Wipes (for maintaining cleanliness on the go) Called Sirona Intimate Wet Wipes

B) Menstrual flow management solutions

Issue – Options for managing flow were limited to sanitary pads, hence sustainable alternates to sanitary napkins

Sirona introduced –

• FDA approved SIRONA Tampons (with/without applicator),
• SIRONA Menstrual Cups (less toxic waste /reusable / FDA approved);
• SIRONA Panty Liners (To assist on low flow days)

C) On-the-go intimate hygiene solutions

Issue – There were almost no solutions available for excessive sweating/ lactation marks

Sirona introduced –

• SIRONA Under Arm Sweat pads (Freedom from Sweat Stains)
• SIRONA Breast Pads (For lactating mothers)
• SIRONA Multi Use Wet Wipes

He envisions establishing his start-up as a much-awaited disruptor in the Intimate & Menstrual Hygiene Space for urban and working women between the age groups of 21 and 40.

His brother, Mohit Bajaj (Co-Founder) joined during the initial design and production stage and now handles accounts, finance and production. Deep considers Mohit as the backbone of the company.

Although, when it comes to the deliverables, i.e. the products Sirona India, the founders of this company have one peculiarity – they’re all MEN. Pertaining to which, Deep says, “We all have women in our lives who act as sounding board for any new product development followed by customers, they are the first ones who guide us in the right direction of the gap. Sirona has an advisory group which has women from FMCG, personal care, development & CSR background to help the tweaks required for a successful launch.” Especially when it came to PeeBuddy, Deep’s wife was the one who played along and helped him in testing the product. Apart from her, 300-400 other people tried it before it was launched in the market.

Which is why, it is rightly said and quite literally so in this case, “Ek successful mard ke peeche ek aurat ka haath hota hai” (Behind every successful man, there is a woman involved.)

Get your PeeBuddy here.

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