Pee Safe, a personal hygiene brand, sold nearly one million units of its disposable period panty, achieving a 45% repeat͏͏ purchase͏͏ rate͏͏ on͏͏ its͏͏ website͏͏ following͏͏ the͏͏ launch͏͏ of͏͏ a͏͏ campaign͏͏ for͏͏ the͏͏ product.
Successful͏͏ Campaign͏͏ Drives͏͏ Month-on-Month͏͏ Growth:
The͏͏ marketing͏͏ campaign,͏͏ which͏͏ also͏͏ aims͏͏ to͏͏ normalise͏͏ the͏͏ period͏͏ panty,͏͏ drove͏͏ a͏͏ 20-25%͏͏ month-on-month͏͏ growth͏͏ in͏͏ sales͏͏ across͏͏ quick͏͏ commerce͏͏ channels.
“At͏͏ Pee͏͏ Safe,͏͏ our͏͏ goal͏͏ is͏͏ to͏͏ empower͏͏ individuals͏͏ to͏͏ approach͏͏ their͏͏ menstrual͏͏ cycles͏͏ with͏͏ confidence͏͏ and͏͏ ease.͏͏ Our͏͏ 360-degree͏͏ campaign͏͏ focuses͏͏ on͏͏ normalising͏͏ period͏͏ care͏͏ and͏͏ celebrating͏͏ the͏͏ wide͏͏ range͏͏ of͏͏ choices͏͏ available͏͏ to͏͏ menstruators͏͏ today.”
“Our͏͏ period͏͏ panties͏͏ offer͏͏ freedom͏͏ and͏͏ peace͏͏ of͏͏ mind,͏͏ while͏͏ our͏͏ wide͏͏ selection͏͏ of͏͏ period͏͏ care͏͏ products͏͏ gives͏͏ menstruators͏͏ a͏͏ variety͏͏ of͏͏ options͏͏ that͏͏ prioritise͏͏ their͏͏ comfort͏͏ and͏͏ lifestyle,”͏͏ said͏͏ Vikas͏͏ Bagaria,͏͏ co-founder͏͏ of͏͏ Pee͏͏ Safe.
Continue͏͏ Exploring:͏͏ Pee Safe launches͏͏ AI-driven͏͏ chatbot͏͏ PeePal͏͏ for͏͏ enhanced͏͏ personal͏͏ care͏͏ shopping͏͏ experience
Strategic͏͏ Marketing͏͏ Efforts͏͏ in͏͏ Key͏͏ Locations:
The͏͏ marketing͏͏ campaign͏͏ featured͏͏ targeted͏͏ billboards͏͏ in͏͏ prominent͏͏ locations͏͏ such͏͏ as͏͏ Cuffe͏͏ Parade,͏͏ Kamala͏͏ Mills,͏͏ and͏͏ Powai,͏͏ reaching͏͏ an͏͏ estimated͏͏ 40,000͏͏ to͏͏ 50,000͏͏ working͏͏ professionals,͏͏ the͏͏ company͏͏ stated.
The͏͏ company͏͏ stated͏͏ that͏͏ it͏͏ has͏͏ been͏͏ fostering͏͏ open-mindedness͏͏ through͏͏ the͏͏ dialogue͏͏ and͏͏ messaging͏͏ of͏͏ this͏͏ campaign.
Co-founded͏͏ by͏͏ Srijana͏͏ Bagaria,͏͏ alongside͏͏ her͏͏ husband͏͏ and͏͏ founder͏͏ Vikas͏͏ Bagaria,͏͏ Pee͏͏ Safe͏͏ was͏͏ established͏͏ in͏͏ 2013͏͏ and͏͏ officially͏͏ launched͏͏ under͏͏ Redcliffe͏͏ Hygiene͏͏ Private͏͏ Limited͏͏ in͏͏ 2017.͏͏ The͏͏ brand͏͏ is͏͏ dedicated͏͏ to͏͏ offering͏͏ women͏͏ solutions͏͏ for͏͏ their͏͏ everyday͏͏ challenges,͏͏ with͏͏ products͏͏ available͏͏ at͏͏ over͏͏ 25,000͏͏ retail͏͏ outlets͏͏ across͏͏ 100͏͏ cities͏͏ in͏͏ India.
Market͏͏ Growth͏͏ Potential:
The͏͏ intimate͏͏ hygiene͏͏ market͏͏ in͏͏ India͏͏ is͏͏ currently͏͏ valued͏͏ at͏͏ INR͏͏ 8,000͏͏ crore͏͏ and͏͏ is͏͏ projected͏͏ to͏͏ grow͏͏ at͏͏ a͏͏ 16%͏͏ CAGR,͏͏ more͏͏ than͏͏ doubling͏͏ to͏͏ INR͏͏ 15,000͏͏ crore͏͏ in͏͏ the͏͏ next͏͏ five͏͏ years.͏͏ This͏͏ growth͏͏ is͏͏ driven͏͏ by͏͏ increasing͏͏ awareness͏͏ of͏͏ personal͏͏ care͏͏ and͏͏ intimate͏͏ products͏͏ among͏͏ consumers͏͏ in͏͏ both͏͏ urban͏͏ and͏͏ rural͏͏ areas.͏͏ In͏͏ recent͏͏ years,͏͏ the͏͏ market͏͏ has͏͏ seen͏͏ substantial͏͏ innovation͏͏ in͏͏ the͏͏ women’s͏͏ sanitary͏͏ pad͏͏ and͏͏ sexual͏͏ wellness͏͏ segments,͏͏ with͏͏ products͏͏ such͏͏ as͏͏ menstrual͏͏ cups,͏͏ reusable͏͏ and͏͏ sustainable͏͏ period͏͏ panties,͏͏ and͏͏ female͏͏ condoms͏͏ being͏͏ introduced͏͏ by͏͏ brands͏͏ like͏͏ Pee͏͏ Safe.͏͏ Despite͏͏ this͏͏ progress,͏͏ the͏͏ market͏͏ remains͏͏ underpenetrated,͏͏ with͏͏ a͏͏ penetration͏͏ rate͏͏ of͏͏ less͏͏ than͏͏ 30%,͏͏ indicating͏͏ significant͏͏ potential͏͏ for͏͏ growth.
While͏͏ Pee͏͏ Safe͏͏ is͏͏ renowned͏͏ for͏͏ its͏͏ toilet͏͏ seat͏͏ sanitiser͏͏ spray,͏͏ the͏͏ company͏͏ has͏͏ broadened͏͏ its͏͏ offerings͏͏ to͏͏ include͏͏ feminine͏͏ hygiene͏͏ and͏͏ men’s͏͏ hygiene͏͏ products͏͏ (such͏͏ as͏͏ pads,͏͏ tampons,͏͏ cups,͏͏ and͏͏ intimate͏͏ wash),͏͏ grooming͏͏ products͏͏ under͏͏ the͏͏ FURR͏͏ brand,͏͏ and͏͏ sexual͏͏ wellness͏͏ items͏͏ under͏͏ the͏͏ DOMINA͏͏ brand.͏͏ It͏͏ is͏͏ also͏͏ recognised͏͏ as͏͏ a͏͏ leading͏͏ pioneer͏͏ in͏͏ several͏͏ of͏͏ these͏͏ sub-categories.
In͏͏ addition͏͏ to͏͏ its͏͏ own͏͏ online͏͏ platforms,͏͏ Pee͏͏ Safe͏͏ exports͏͏ to͏͏ 23͏͏ countries͏͏ and͏͏ is͏͏ present͏͏ on͏͏ all͏͏ major͏͏ e-commerce͏͏ marketplaces.
