O2O global brand for toilet hygiene PeeSafe has announced a fundraise of $1 Mn from Venture Catalysts, global VC firm Alfa Capital, Green Shots Capital, and Real Time Ventures. Angel investors such as ex-FreeCharge CEO Govind Rajan, Motilal Oswal PE Partner Amit Choudhury also participated in the round. The funding will be used to expand the product line of the parent company Redcliffe Hygiene and to expand to global markets starting with the US, Europe, Middle East, and Southeast Asia.
PeeSafe was founded by the husband-wife duo of Vikas and Srijana Bagaria in 2015 and is now run by Redcliffe Hygiene Pvt. Ltd. PeeSafe is a clinically approved, isopropyl, alcohol-based, quick-drying toilet seat sanitizer, as per a company statement. The company claims to have sold 200K units of PeeSafe since inception, across retail stores at an MRP of INR 180.
The same statement also divulged that FMCG distribution company Quadrant also participated in the round, to drive retail distribution of the Redcliffe products across 1 Lakh stores.
Venture Catalysts founder Dr. Apoorv Ranjan Sharma stated, “Redcliffe Hygiene is targeting the relatively untapped hygiene sector with a strong and disruptive concept, backed by an experienced team with cross-domain expertise. The current market traction is exceptional especially from multiple geographies provides a valid proof of its business model.”
The company’s core focus is on providing affordable, personal hygiene care to women while travelling and in other areas of their lifestyle such as while attending gym sessions. For this purpose, Redcliffe has also introduced products such as GymSafe, MoskitoSafe, and PalmSafe along with PeeSafe and is exporting globally to Nigeria, Australia, and Singapore and the UAE.
In April 2017, it was reported that Gurugram-based Redcliffe Capital had invested an undisclosed amount in SafetyKart Retail against a 10% stake. With this deal, its private label and product PeeSafe was moved to a newly founded entity Redcliffe Hygiene Pvt. Ltd.