Pee Safe plans to use the additional capital infusion to enhance R&D and product development to build a preeminent hygiene brand
New Delhi, October 23, 2019: Pee Safe, a leading hygiene and wellness brand, has raised INR 30 crore in Series A funding led by Alkemi Growth Capital, a health and wellness focused fund. Pee Safe will use the capital for strengthening R&D, product development and building breadth and depth in distribution.
Pee Safe is helping India fight health issues brought on by unhygienic conditions. In the last 30 months, it has disrupted the women’s hygiene products’ segment by introducing environment friendly products. The brand started with the Toilet Seat Sanitizer category that became a bestseller followed by other products addressing feminine and personal hygiene. Today, Pee Safe is a preferred choice amongst its customer base.
Vikas Bagaria, Founder, Pee Safe, said, “We are delighted to raise this capital from Alkemi Growth Capital. Alkemi brings a global understanding of this space. We are aligned on one common goal – Make Pee Safe a household brand that is synonymous with quality. What started as a journey with one product inspired by my own personal experience, is now a basket of many products inspired by the personal experiences of several thousands of our loyal customer base. Apart from helping with product development and other aspects, the capital infusion will help us support our talent needs in areas such as sales, marketing and finance.”
Alkemi’s spokesperson added, “Personal and home hygiene is an essential category to wellness. As a consumer-oriented and agile brand, Pee Safe is operating in a large, growing market and addressing important areas of concern in the hygiene segment. The team has created and introduced innovative, environment-friendly products that resonate with consumers. We are excited about partnering with Pee Safe in their journey towards becoming a leading brand offering diverse products in wellness and hygiene.”
The Pee Safe Toilet Seat Sanitizer Spray is the world’s highest-selling product in the category. Apart from the flagship product, Pee Safe’s offerings include eco-friendly Sanitary Pads, Organic Cotton Tampons, Menstrual Cups, Panty Liners, Breast Pads, Natural Intimate Washes, Wipes and Sweat Pads for both men and women, and Pollution Safe Anti-Pollution Dust Masks. Pee Safe products are currently available in modern trade, general stores, airports and organized stores across 40+ cities. Digitally they can be found on www.peesafe.com and across leading e-commerce platforms such as Amazon, Nykaa, and Flipkart.
Redcliffe’s Dheeraj Jain joined hands with Vikas in early 2017 as a co-founder, to scale up and build a larger product portfolio at Pee Safe. The brand has also launched its products in the subcontinent region and plans to expand their reach globally in the next five years.
About Pee Safe
Pee Safe, India’s leading personal hygiene brand, is helping fight health issues brought on by unhygienic conditions in washrooms and incomplete personal hygiene. The brand’s flagship product, Pee Safe Toilet Seat Spray Sanitizer, is the world’s highest selling in the category. The brand today offers the widest range of hygiene products for women and men including natural intimate wash and wipes, aloe vera infused panty liners, menstrual cups, disposable underarms sweat pads, breast pads for lactating women and feminine cramp relief roll on, Palm Safe and Moskito Safe. Pee Safe has witnessed an unprecedented growth of 200% in FY18 and has recently roped in leading TV actress Anita Hassanandani as its brand ambassador.
