An award-winning, social entrepreneur, Deep Bajaj is founder and CEO of Sirona, a modern, intimate and menstrual-hygiene brand. The New Delhi-headquartered company is committed to solving those feminine, intimate and menstrual-hygiene issues that are not adequately addressed. In Sirona, Mr Bajaj leads major corporate decisions and manages cross- functional operations.

A BCom graduate from Delhi University and marketing graduate from Australian National University, Mr Bajaj’s professional experience spans over 14 years. He started his professional journey with events and advertising. Later, he ventured into marketing of handmade carpets as a part of an award-winning team at Carpet Couture by Rashi, a brand aimed at high-end hotels and residences. Leveraging his key strengths, like relationship management, strategic planning and marketing, he executed super-luxury projects across the globe as a part of Carpet Couture.

Being a keen observer of troubling, feminine issues, Mr Bajaj saw a lack of solutions to the issue of toilet hygiene that women face on a daily basis. To fill this critical gap, he started Sirona (originally known as First Step Digital) in 2014. The company has since been disrupting the feminine, intimate-hygiene segment in the country with problem-solving products, like PeeBuddy – India’s first female urination device that help women stand and urinate. The team has also innovated many products, like India’s first herbal, period-pain-relief patches, biodegradable, disposal bags and anti-chafing rash cream, among others.

Since 2016, Mr Bajaj has won multiple recognitions and awards for his entrepreneurial efforts. In an interesting conversation with Sharmila Chand, Mr Bajaj speaks about his management principles and practices that have helped him in his entrepreneurial life.

Your management mantras

The truth is that there are no set mantras to stay on top of your management game but one: To critically analyse the scenario and apply your creativity to adapt your functioning to the VUCA (volatile, uncertain, complex, ambiguous) world. Apply practical knowledge, but also always be ready to unlearn and upgrade according to rapidly-changing industry landscape.

Turning point in your career life

I took a leap into entrepreneurship from a comparatively-stable career point in events management. It came into being with the identification of intimate and toilet hygiene as major problems that women face on a daily basis. When I took a road trip with my wife and friends in 2013, I got to know the gravity of the problem with our encounters with dirty toilets.

As a solution to this, I introduced PeeBuddy, India’s first, female urination device, using which women can stand and urinate in unfriendly toilets. Likewise, considering problems of period that have remained largely unaddressed, I introduced solutions that were pioneers in their categories, such as 100 per cent herbal, pain-relief patches and biodegradable, disposal bags for discreet disposal of sanitary products on the go. Since then, Sirona has been all about offering problem-solving products to address largely-ignored, feminine, intimate and menstrual-hygiene issues.

Secret of your success

The secret ingredient of success is nothing but you and your persistence. Life itself is a mix of successes and failures. But what makes a difference is keeping at it in the hardest of times and happiest of times. Through calm and storms, keep swimming. If you are at it, you will crack it! This is my quote and mantra in life.

Your philosophy of work

Always give your best and leave the rest to God. Sometimes, we put in our best effort and have the best intention, yet things don’t seem to work out. The key lies in understanding the difference between things we can control and things we cannot and making peace with it.

A person you admire

I draw inspiration from many people. Taking inspiration from my daily life: There are many girls in my office, who manage work, parents and sibling issues much worse than I have heard of. Still they show up every day with a smile on their faces, which inspires me every day to put in my best to make their effort more worthwhile. I also hear stories of entrepreneurs who have made it on their own despite many adversities. From among known personalities, I particularly admire Azim Premji and his work and philanthropy. I am a big fan of Sudha Murthy’s humility, journey and achievements.

Your favourite books

The one I recently enjoyed the most was My Gita by Devdutt Patnaik. I loved the way it was simplified for the current generation or the current phase.

Your favourite restaurant in India and abroad

In India, for Thai food, I love Thai High. For a nice evening drink or meal, my current favourite is TownHall at One Horizon Center, Gurgaon. In terms of experience, I can never forget my lunch at Mirchi and Mime in Mumbai. Food was great there and service was the best ever with hearing and speech impaired staff. Abroad, I like any place that gives me Indian food!

Your fitness regime

I like to walk everyday for at least 20 minutes. I have also started cycling recently.

Your business mantras

Dare to dream, be committed to pursue it, and work hard. You will find obstacles on your way in the form of things and sometimes people, in other words energy vampires. Stay away from them.

Your message to youngsters

Wherever you are, whoever you are, believe that you can do great things. Believe in the power of your dreams, preserve them, and nurture them with your sweat and hard work. Don’t let anyone tell you that you are not good enough, or your dream is too big to realize.