Intimate Hygiene Brand Pee Safe Secures Funding To Expand Retail Presence

Personal hygiene brand Pee Safe has raised $3 Mn as part of its $6 Mn Series B funding round. The funding round has been led by Natco Pharma and Zerodha founders Nithin and Nikhil Kamath led Rainmatter Health. Pee Safe’s existing investors, like Alkemi Growth Capital, also participated in this round of funding.

Owned by Redcliffe Hygiene, Pee Safe was launched in 2013 by Srijana Bagaria, and Vikas Bagaria. Later it elevated Rithish Kumar as one of its cofounders. 

Pee Safe was primarily launched as a toilet seat sanitiser aimed at addressing the pain points, especially urinary tract infections, faced by women across age groups while using public toilets. Later, it expanded its offerings to include products centred around hygiene, menstrual care, and grooming.

Pee Safe products are available at 15,000 physical retail stores across 70+ cities in India, ecommerce marketplaces, and its own website. The D2C brand claims to be exporting products to over 20 countries in 5 continents.

The funds will be used to expand its retail presence in India, expand overseas with an omnichannel approach and allocate additional resources to marketing and awareness initiatives. 

Commenting on the utility of the funding for the company, Bagaria said, “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%. Over the past five years, Pee Safe has achieved a remarkable growth rate of 100% CAGR, surpassing market expectations.”

Pee Safe claims to have served over 6 Mn customers. It further said that it has impacted the lives of 200K menstruators from underprivileged backgrounds through awareness drives and donated over a million menstrual care products.

In 2021, the company raised funding of INR 25 Cr in a Pre-Series B round led by entrepreneur and investor Shaival Desai to expand its product range. 

In the toilet seat sanitiser segment, it competes directly with Safekind, a Mankind product. In other segments catering to menstrual health, it competes with the likes of i-active by Piramal, Wellify, Azah, Sirona, etc.