Hygiene and wellness brand Pee Safe has reported a sales growth of over 50% during FY23-24, propelling them past the INR 100 crore revenue mark.
Following a personal experience, Vikas Bagaria & Srijana Bagaria (a husband-wife duo) founded Pee Safe a decade ago with only one product—a toilet seat sanitizer. Over the last six years, the company has expanded its product line to include personal hygiene categories that meet the needs of girls from puberty to menopause. The portfolio includes intimate hygiene items like reusable pads, tampons, menstruation cups, and more.
“We grew by more than 50% last fiscal year, thanks to greater retail penetration and rising demand for quick-commerce. While most individuals in urban India recognise the need of hygiene for overall health, the majority still need encouragement and education to adopt a hygiene-conscious lifestyle. Bagaria stated that more work is needed to make hygiene a vital component of everyone’s lifestyle.
Continue Exploring: Hygiene brand Pee Safe raises $3 Million in ongoing Series B round
With less than 30% penetration of feminine hygiene products in India, numerous companies have ventured into the sector. Despite their considerable presence, they face significant hurdles in expanding market reach, attributed to insufficient awareness about feminine hygiene and the limited purchasing ability of many Indian women. Socio-economic factors like poverty, cultural norms, and educational disparities also influence product usage rates. Despite robust brand recognition and diverse product offerings, these established players cannot single-handedly overcome the underlying socio-economic obstacles hindering market expansion.
Bagaria emphasized the necessity for a shift in mindset to ensure the sustainability of hygiene practices. He stressed the importance of promoting hygiene not only in workplaces and public areas but also within households.
The company’s offline sales heavily depend on pharmacy and chemist channels, accounting for 70% of its sales. It maintains a robust presence in approximately 15,000 pharmacies, encompassing both organized and unorganized establishments like Apollo Pharmacy, Guardian Pharmacy, Tata 1mg, and Wellness Forever.
“These channels are essential to our company since we provide products that ensure safer periods, avoid infections from the toilet, and improve general health and wellness. Our affiliation with pharmacies and chemist stores not only boosts sales but also builds customer trust and brand recognition,” he added.
The company has stated that it currently has no intentions of establishing its own manufacturing facilities in the near future. Currently, approximately 8% of its products are outsourced for manufacturing, and the company is actively striving to localize its supply chain to the fullest extent possible.
The expansion plan entails strategically positioning the brand in urban and rural areas, as well as forging partnerships or distribution agreements to access a broader audience. Last year, the company secured $3 million in a Series B funding round led by Natco Pharma Limited and Rainmatter Health, with contributions from Nithin Kamath and Nikhil Kamath, the founders of Zerodha. Additionally, Alkemi Growth Capital, an existing investor, participated in the funding round.
Continue Exploring: Hygiene brand Pee Safe signs MoU with the Indian Navy, NWWA
