Hygiene brand Pee Safe crosses Rs 100 crore in sales, nears profitability
revenue mark.
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Originally launched a decade ago with just one product, a toilet seat sanitizer by Vikas Bagaria, and Srijana Bagaria (husband-wife duo) out of a personal incident, Pee Safe has evolved into a personal hygiene and fast-moving consumer goods (FMCG) brand. In the past six years, the company has diversified its product range to include personal hygiene categories, addressing the needs of girls from puberty to menopause. The portfolio has intimate hygiene products such as reusable pads, tampons, menstrual cups, and more.
«We achieved over 50% growth in the last fiscal year, driven by increased retail penetration and growing demand in quick-commerce. While people in urban India understand the importance of hygiene for overall well-being, the majority still require encouragement and awareness to develop a hygiene-conscious lifestyle. There is still some work that needs to be done to make hygiene an important part of everyone’s lifestyle,» said Bagaria.
With feminine hygiene penetration lower than 30% in India, a host of companies have entered the segment historically dominated by P&G and J&J. While they have a significant presence in India, the challenges are also equally massive in increasing market penetration due to limited awareness about feminine hygiene and low purchasing power of a significant portion of the Indian women populace. Factors such as poverty, cultural norms, and education levels affect the usage rates of these
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