Pee Safe raises $3 million from partial Series B round for expansion push

• The investors include Natco Pharma & Rainmatter Health and are supported by Zerodha founders and existing investor, Alkemi Growth Capital.
• The funds will be utilised to expand retail presence in India and overseas with an omni-channel approach.
• Currently, the brand is available in over 15,000 physical retail stores across 70+ cities in India.

Pee Safe, a hygiene and wellness brand owned by Redcliffe Hygiene, has secured $3 million (approximately ₹25 crore) in funding for its Series B round. The total target for this funding round is $6 million (₹50 crore). The present funding comes from Natco Pharma and Rainmatter Health. It is supported by Zerodha founders, Nithin Kamath and Nikhil Kamath. Alkemi Growth Capital, an existing investor, also participated. Pee Safe had raised Series A funding of ₹30 crore from Alkemi Growth Capital in October 2019.

Pee Safe, founded in 2013, initially offered a toilet seat sanitiser. Over the years, it has expanded its product range to cover personal hygiene needs from puberty to menopause, including products like reusable pads, tampons, menstrual cups, and more. Pee Safe is known for its focus on intimate wellness and personal hygiene.

Says Vikas Bagaria, Founder and CEO of Pee Safe, "This funding will accelerate our expansion efforts and establish us as the leading brand in the rapidly growing intimate wellness sector, which boasts a remarkable CAGR of 16%. Over the past five years, Pee Safe has achieved a remarkable growth rate of 100% CAGR, surpassing market expectations."

Earlier this year, the company promoted Rithish Kumar, one of its early founding members, to the position of Co-founder. Kumar said that the newly acquired funds will be utilised to expand our retail presence in India, expand overseas with an omni-channel approach and allocate additional resources to marketing and awareness initiatives.

“Currently, we are available in over 15,000 physical retail stores across 70+ cities in India and maintain a strong online presence on major e-commerce platforms, in addition to our own online platforms. We also export to 20 countries in 5 continents,” says Kumar.

Pee Safe was established to address a critical concern for women's health – the risk of urinary tract infections (UTI) resulting from unsanitary toilet seats and the limited access to clean public restrooms.

The company introduced its first product, a toilet seat sanitiser spray, in 2013, which marked the beginning of their journey. Since then, Pee Safe has expanded its product portfolio, now offering a diverse range of over 25 products. These products primarily focus on hygiene, menstrual care, and grooming, aligning with the company's commitment to enhancing personal well-being.

Pee Safe says it has served over six million customers, including more than 700,000 registered customers on their website. The company has also made a significant difference in the lives of over 200,000 menstruators from underprivileged backgrounds through their awareness campaigns and generous donations of over a million menstrual care products.