Hygiene And Wellness Brand Pee Safe Raises INR 25 Cr

Hygiene startup Pee Safe has raised INR 25 crore in Pre-Series B funding in a round led by entrepreneur and investor Shaival Desai. The funding round also saw the participation of its existing investor Alkemi Growth Capital.

Pee Safe said in a statement that the funds will be used to build depth in feminine hygiene and sexual wellness, and accelerate its personal care brand FURR as well as allocate funds for further R&D and product launches in the next one year. It is also looking at raising $10 Mn in Series B funding later this year.

It had raised INR 30 Cr ($4.22 Mn) in a Series A funding in 2019 which was used to expand its reach across India and invest towards research and development.

Founded in 2013 by Vikas Bagaria and Srijana Bagaria, PeeSafe is a hygiene product startup that says it is helping India fight health issues brought on by unhygienic conditions through their personal hygiene and wellness products including the toilet seat sanitiser spray.

The firm’s online business has grown by 40% in the current quarter and the brand has achieved over 70% growth annually (FY20-21), perhaps due to the Coronavirus pandemic which changed consumer trends and increased the demand for sanitisers.

“The funding round will enable us to further research and development, as well as build Pee Safe as a forward-looking brand,” said Vikas Bagaria, founder and CEO, Pee Safe.

Pee Safe’s other products include those in the category of personal care, adult and maternity care. Pee Safe also plans to launch other sexual and personal wellness products in the near future apart from the Domina Female Condoms and FURR line of grooming products.

“Pee Safe and its sub brands Domina and FURR have continued to grow alongside the creative, innovative, and much-needed products for its target segment,” said Alka Goel, founding partner, Alkemi Growth Capital.

Pee Safe said that it is looking at expanding its retail presence from the current 10,000 stores to having a few franchise owned brand exclusive stores to enhance customer experience across India. They claim to have already expanded overseas and are doing local production of toilet seat sanitisers in Europe.