It all started with a UTI in 2013.

 

A painful experience during a road trip led Vikas and Srijana Bagaria to a glaring problem—public restrooms were a nightmare for women.

 

So, they decided to make this their headache.

 

 

The following year, they launched India’s first toilet seat sanitizer spray. This was the beginning of Pee Safe. 

 

What started as a single product in 2014 has now scaled into a full-fledged hygiene and wellness empire, covering intimate hygiene, menstrual care, sexual wellness, and personal grooming.

 

Today, Pee Safe is

 

🚀 A ₹100+ Cr ARR brand
🚀 Selling across 20,000+ offline stores and aiming for 50,000
🚀 Expanding globally across 23 countries
🚀 On track for ₹500 Cr topline revenue by 2025

 

This growth can be attributed to a bold, strategic, and category-defining growth playbook.

 

 

About D2CX

 

Owning The Hygiene Space Categorically

Pee Safe didn’t stop at sanitizers. They built a house of brands that took on everything hygiene-related.

 

First, Raho Safe—affordable hygiene essentials like handwashes, disinfectants, and sanitary pads.

 

Then came Domina—India’s first female condom brand, entering the untapped pleasure economy.

 

Furr followed, disrupting women’s grooming with gentle, skin-friendly products.

 

Every launch was calculated. Every category was carefully chosen to solve an underserved problem.

 

This multi-brand strategy helped Pee Safe dominate retail shelves with products across multiple price points.

 

From a single product to five full-fledged sub-brands, Pee Safe is selling agency and choice.

 

 

Pee Safe SKUs

 

From Smashing Taboos To Earning Customer Trust

Pee Safe played the long game.

 

They weren’t just selling products. They were changing consumer behavior. And that required education, content, and bold marketing plays.

 

💥 Instagram for GenZ → Pushing menstrual cups, period kits & female condoms

💥 Facebook for Millennials & Gen X → Driving awareness for adult diapers & maternity care

💥 YouTube for Education → How-to videos on menstrual hygiene, intimate care & safe sex

💥 Quora for Search Domination → Answering real hygiene queries to build trust

💥 Influencer Strategy → From micro-influencers (500–3,000 followers) to celebrities like Jacqueline Fernandez promoting period care & intimate hygiene

💥 Content That Converts → No fear, no shame—just relatable, empowering conversations around hygiene, pleasure & body autonomy

 

They answered real consumer questions about menstrual health, intimate hygiene, and period care—building trust before selling.

 

Pee Safe did something unconventional—offering discounts in exchange for reviews, even negative ones.

 

 

Women Safety Campaign By Pee Safe

 

A Female-Led Disruption Cracked The Pleasure Economy

For decades, sexual wellness products were male-focused.

 

Condoms? Made for men. Lubes? Marketed for him.

 

Pee Safe flipped the script.

 

Domina wasn’t just a product—it was a statement. The brand introduced female condoms, massagers, and intimate wellness products in a way that was sensual but not explicit, empowering but not awkward.

 

And here’s what made it even more revolutionary.

 

Domina’s R&D and marketing team was led by 21-23-year-old women.

 

Real women designing for real women.

 

 

Pee Safe Team

 

 

The result? A new category, a new conversation, and an untapped market finally being served.

 

Riding The Global Wave With Amazon

In 2017, they started selling on Amazon India. What happened next was unexpected.

 

For every customer buying on their website, three customers were purchasing Pee Safe products on Amazon.

 

So they doubled down.

 

Amazon offered trust, convenience, and scale—allowing Pee Safe to reach 19,000+ pin codes in India.

 

Today, Pee Safe:

 

🔥 Sells over 2 Mn panty liners monthly on Amazon

🔥 Ranks No. 1 in India for panty liners, ahead of legacy brands

🔥 Has expanded to 23 global markets, with 10 countries served via Amazon

 

And it wasn’t just luck. Pee Safe’s strategic playbook for global expansion included:

 

Amazon Propel Accelerator: Learning inventory, brand protection, and account management at scale.

 

Product Rationalisation: Cutting SKUs from 72 to 35, focusing on high-performing categories.

 

Localised Strategy: Understanding regulatory compliance, packaging norms, and consumer behavior across different markets.

 

All of this resulted in 5X growth in exports within a year.

 

On To The Next Milestone

Pee Safe isn’t slowing down.

 

They’re bringing local production to Europe to scale faster and reduce costs.

 

And they’re gearing up for ₹500 Cr topline revenue by 2025—with a possible IPO on the horizon.

 

And they’re just getting started 🚀