Pee Safe

Company mission statement: "Better Hygiene For You" and "Better for you, Better for planet, Better for everyone!" — aiming "to make every woman feel safe, confident, and unstoppable."

Flagship Toilet Seat Sanitizer Spray "reducing the risk of Urinary Tract Infections in just 10 seconds."

Expanded from one product to address hygiene needs "from puberty to menopause" across menstrual care, intimate wellness and grooming, in a category where "women's health, hygiene and sexual wellness issues have long been considered taboo in Indian society."

Targets women who "still use unsanitised cloth, sawdust and other materials, instead of sanitary napkins," bringing affordable sanitary solutions to this audience.

Originated to address "uncomfortable and risky experiences that millions of women face while using public toilets" via the Toilet Seat Sanitizer Spray.

"We export to 23 countries today and 10 of these are through Amazon," with D2C operations in Dubai and sales across Europe, the US, UK and Canada.

Runs public-facing awareness initiatives such as the HaqSePeriod campaign to destigmatize women's health topics, alongside broader efforts to educate its customer base on hygiene and wellness.

Frames new products and product revamps as a direct response to customer feedback and reviews, positioning customers as active contributors to the roadmap rather than passive buyers.

States an explicit commitment to educating its community and promoting hygiene and wellness awareness as a core, ongoing part of the customer relationship, not just a one-off campaign.

Offers direct personal assistance via a dedicated customer-care email and phone line (10AM-6PM, Mon-Sat), plus active two-way engagement across Facebook, Instagram, X, YouTube and WhatsApp.

"Sold to more than 2 million customers on Amazon India since it first became a seller on the marketplace in 2017"; Amazon Super Value Days "now accounts for 40-45% of our sales."

"Currently, Pee Safe products are available in 20K stores, which the company wants to take to 50K over the next year or so."

Company "launched 5 franchisee-managed experience centres."

Has "D2C operations in Dubai and started selling in most parts of Europe through Amazon"; exports "to 23 countries today."

Series C capital will go toward "accelerating momentum across quick commerce and ecommerce, allowing us to reach more consumers at scale."

Series A capital was earmarked partly for "investing in research and development efforts" and recruiting senior executives; FURR range and beauty/personal-care lineup expansion planned.

Plans to take retail presence "from 20K stores... to 50K over the next year or so," alongside opening franchisee-managed experience centres.

Series B funds were to "allocate additional resources to marketing and awareness initiatives" around taboo hygiene topics.

Founded by husband-wife duo Vikas Bagaria and Srijana Bagaria, joined by Rithish Kumar as co-founder; the founding team has driven the brand from a single toilet-hygiene product into a multi-category portfolio and export business.

Runs a structured R&D pipeline that starts with the founders and marketing team brainstorming, then moves through prototyping, regulatory compliance, material sourcing and manufacturer identification to build its formulations.

Has built out a wide product catalog spanning toilet hygiene, menstrual care, sexual wellness and grooming, listed at 50+ SKUs on the company's own press/investor fact sheet.

Built a separate account-management team focused specifically on international markets after going through Amazon's Propel Global Business Accelerator, underpinning the brand's expansion to 23 export countries.

Became an Amazon India marketplace seller in 2017, then joined Amazon's Propel Global Business Accelerator, which connected the brand to overseas markets and gave it access to Amazon's Service Provider Network for export compliance and tax filing.

Healthcare-focused investment firm OrbiMed, which has also backed Netmeds, led Pee Safe's $32 Mn Series C round via a mix of primary and secondary share sale; OrbiMed's Dr Sunny Sharma and Sumona Chakraborty joined the company's board as part of the deal.

An earlier funding round was led by pharmaceutical company Natco Pharma together with Rainmatter Health, the healthcare-focused investment arm backed by Zerodha founders Nithin and Nikhil Kamath.

Flagship toilet seat sanitizer spray; "150,000+ toilet sanitiser cans are sold globally every month."

Sells "organic cotton tampons, breast pads, panty liners, Intimate wash products for both men and women, wipes, maternity care products"; "selling almost 2 million liners every month."

Female condoms and sexual wellness products sold under the Domina sub-brand as part of the company's personal hygiene and wellness ecosystem.

"Its FURR private label offers products related to hair removal for women."

Raw-material/procurement cost is the single largest line item in the company's cost base, growing faster than revenue in FY25 as the product range scaled.

Marketing and promotional spend is the second-biggest expense line, reflecting continued brand-building and retail/quick-commerce push.

Staff costs form a smaller but growing share of total spend as the company scales its team.

Distribution-related commission and freight costs form a smaller, roughly equal cost bucket, part of a total-expense base that is narrowing net losses as the company nears breakeven.