As direct-to-consumer brands in India get wiser, they’re trying to balance getting bigger with actually making money. Pee Safe is a good example. This personal hygiene company in Gurugram had a great year financially in FY25. They grew sales but also kept costs down, which meant they lost way less money. A lot of Indian D2C companies are doing the same thing.
Pee Safe’s sales went up by 46% to ₹82 crore in the year ending March 2025. Last year, it was ₹56 crore. More people are buying their hygiene and personal care stuff both online and in stores. They only make money from selling products, which shows they’re sticking to what they’re good at instead of trying too many things.
Vikas Bagaria and Srijana Bagaria started Pee Safe in 2013. They’ve built a well-known brand in a market that people don’t always talk about. Since people in India are caring more about health, hygiene, and staying healthy, Pee Safe is getting more popular. People know the brand, buy from them again, and trust them.
Pee Safe was careful about spending money in FY25. The stuff they use to make products cost the most, about 31% of all spending, and that went up by 29% to ₹27 crore. They spent 16% more which is ₹26 crore on ads, which is good because they’re getting better at marketing. Money spent on employees went up 18% to ₹13 crore, and transportation costs were ₹5 crore.
Overall, Pee Safe spent ₹86.5 crore in FY25, which is up 24% from ₹70 crore last year. But they made more money than they spent! So, they lost a lot less money: ₹4 crore in FY25 compared to ₹13 crore last year, which is a 69% drop. This shows that D2C startups care more about making each sale profitable instead of just growing no matter what.
Pee Safe is getting better at being efficient. In FY25, it cost them ₹1.05 to make ₹1 in sales. Before it was ₹1.25. They’re still losing money overall, but they’re headed in the right direction.
Pee Safe has ₹24 crore in assets, with ₹2 crore in cash. They’ve gotten $13.55 million in funding so far. Vikas Bagaria, the founder, still owns 11.20% of the company.
Pee Safe’s results show that if you focus on one thing, control your marketing costs, and make each sale profitable, you can grow sustainably. As more people want hygiene and wellness products, Pee Safe is set up to keep doing well and start making a profit soon.
