“This funding will accelerate our expansion efforts and establish us as the leading brand in the rapidly growing intimate wellness sector, which boasts a remarkable CAGR of 16%,” Vikas Bagaria, founder and CEO of Pee Safe adding that over the past five years, the brand has achieved a growth rate of 100% CAGR, surpassing market expectations.
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Originally launched in 2013 with just one product, a toilet seat sanitizer by Vikas Bagaria, and Srijana Bagaria (husband-wife duo) out of a personal incident, Pee Safe has evolved into a personal hygiene and fast-moving consumer goods (FMCG) brand. In the past six years, the company has diversified its product range to include personal hygiene categories, addressing the needs of girls from puberty to menopause. The portfolio has intimate hygiene products such as reusable pads, tampons, menstrual cups, and more.
Earlier this year, the company elevated Rithish Kumar, one of the early founding members as the co-founder. The company said the newly acquired funds will be utilized to expand retail presence in India, expand overseas with an omni-channel approach and allocate additional resources to marketing and awareness initiatives.
Currently, the company’s products are available in over 15,000 physical retail stores across 70 cities in India and an online presence on major e-commerce platforms, in addition to its own online platforms. It also exports to 20 countries in five continents. “The vast majority of Indian women don’t have access to safe menstrual and personal hygiene products. This is due to a lack of awareness and access, which causes preventable health issues like urinary tract infections (UTI) among millions of Indian women. Making these products widely available is the need of the hour,” said Dilip Kumar, Head of Investments, Rainmatter Health, backed by Zerodha.