Vikas Bagaria of PeeSafe: Leading the Way in Advancing Feminine Hygiene Products in India and Globally.

Vikas Bagaria, the founder of Pee safe began his entrepreneurial career in the year 1997 with his family-run company V.R Forklift. He later launched businesses like SRV-Control in 2002, SafetyKart.com in 2013, and PeeSafe- Redcliffe Hygiene in 2017. His business endeavors possess strongest feature and none of them were a failure. Also, he has made some significant investments and has connections to a number of well-known companies, including Witty feed, Innov8, and others. PeeSafe is currently making some fairly huge swipes with its marketing strategy in the business of selling hygiene products to menstruators in a nation where conversations about periods is hush hush!

 In an effort to raise public awareness of the value of feminine hygiene products, they are producing as much how-to content as they can. By expanding the range of accessibility for not only hygiene but also enjoyment, they are attempting to increase the number of items and sub-brands under their portfolio.

The origin of Peesafe has been quite gripping for Vikas. Once while travelling to Gujrat his wife fell sick in the midway of the journey and they had to call the journey off . On her medical checkup in Delhi, she was diagnosed with Uterine Tract Infection. This raised the question of how and why she could become infected despite being accommodated at the nicest hotels and eateries. Mrs. Bagaria then proposed the idea for PeeSafe and its moniker.

After conducting extensive research, Vikas Bagaria discovered that 200 million women worldwide suffer from UTIs (urinary tract infections). The husband-and-wife team Vikash & Srijana Bagaria created the “PeeSafe” brand which curtails feminine hygiene products in order to address this significant problem among women. Over the past eight months, 5 lakh units of their products have been sold worldwide.

In an interview with Financial express, when Vikas was asked about him motto behind the origin of PeeSafe, he said “With the intention of minimizing the risk of a urinary tract infection in both men and women by introducing toilet seat sanitizer sprays, we originally set out to be a toilet hygiene brand, PeeSafe. We concentrated on this from 2013 to 2016. To address the broad sector of feminine hygiene, I founded Redcliffe Hygiene in 2017 and it now holds the Pee Safe brand. This was an obvious progression from proper toilet hygiene. The idea behind this was body positivity, and that we should talk about how sex and menstruation are normal bodily processes.”

In the past few years they have introduced wide range of products from full-body massager, female condom called Domina, Vaginal Infection pH Screening Kit. Along with the pandemic’s demands, the number of products sold under the Pollution Safe, Raho Safe, and Palm Safe labels has also expanded. Domina is perhaps the group’s rising star.

Recently, PeeSafe has expanded its product domain, including men’s hygiene products like intimate natural wipes, daily natural intimate wash, and men’s intimate hygiene combos. This initiative has made their brand even stronger as men are also widely interested in buying their products.

After its successful target accomplishment of Rs 100 crore revenue in FY22, the franchise is now up with another set of goals. The brand has embarked on a
constructive plan to strengthen its offline presence to be accessible to the public not well-versed with its online stores. The hygiene and wellness company also looks forward to going international by setting its footprint in the MENA (Middle East and North Africa) and SEA (South East Asia), for which they are looking for fresh funding.

In India, the market for feminine hygiene is estimated to be worth Rs 5,000 crore. HUL and P&G owns about 90% of that. Currently, Bageria’s PeeSafe is competing by 10%. By March 2022, they have a target to generate Rs 120 crore turn over, with Rs 250 crore turnover being their FY23 target.  They invest 40 and 45 percent of their annual revenue to marketing alone in which 55% revenue is spent on digital advertising.

Bageria’s urge to spread of awareness regarding feminine hygiene and continual effort to normalize the importance of feminine hygiene through his venture is plausible and inspiring!