Solving Women’s Health & Hygiene, Pee Safe Focusses On Personal Care & Sexual Wellness Issues

Women’s health, hygiene and sexual wellness issues have long been considered taboo in Indian society, and public debate around these topics is stymied. Pee Safe is looking to not just make products that help women, but also change the narrative around these issues.

In 2013, during a road trip, cofounder Srijana Bagaria fell sick and had to be admitted to a hospital due to a urinary tract infection (UTI) after using a public restroom. The sudden hospitalisation gave the two founders the stimulus to make sanitary products that could be used for public toilets and reduce the chances of UTI for women.

It reached revenue of INR 50 Cr in FY2021, and has already reached an ARR of INR 85 Cr for the ongoing FY22. In the past year, it has also launched 5 franchisee-managed experience centres, D2C operations in Dubai and started selling in most parts of Europe through Amazon. Over the next year, it will bolster its retail presence with 45 further franchiseeowned stores.

In the context of menstrual hygiene, nearly 88% of the women in India still use unsanitised cloth, sawdust and other materials, instead of sanitary napkins. The company is looking to bring affordable sanitary solutions to this audience and familiarise them with body-friendly products that can help reduce health and wellness complications. As it has grown, it has studied the needs of Indian women and introduced differentiated products for sexual wellness and grooming as well.

Having started out with a single product — the toilet seat sanitizer — the company has ventured into other areas that pertain to women’s health. For instance, with its Domina brand, it sells intrauterine contraceptives also known as female condoms. It has also introduced menstrual cups, reusable sanitary pads to meet the evolving needs of Indian women. Its lineup includes products such as organic cotton tampons, breast pads, panty liners, Intimate wash products for both men and women, wipes, maternity care products and anti-pollution dust masks. The company’s FURR private label offers products related to hair removal for women.

In 2022, the company will look to expand its FURR range and add more beauty & personal products to its lineup to differentiate itself from the other feminine hygiene product startups. Currently, Pee Safe products are available in 20K stores, which the company wants to take to 50K over the next year or so. Long-term plans include INR 500 Cr in topline revenue by 2025 and possibly even an IPO by then.