Pee Safe, a brand that focuses on women’s hygiene and wellness, just got $32 million in funding led by OrbiMed. This is a big deal for direct-to-consumer funding in the Indian sexual health and wellness scene lately. The funding includes new capital and lets some early investors cash out. It shows that investors are feeling good about purpose-driven direct-to-consumer brands in India that mix healthcare, regular consumer goods, and getting people aware.
Vikas Bagaria and his wife Srijana started Pee Safe in 2013. They kicked things off with a toilet seat sanitizer, trying to fix a common but overlooked hygiene issue for women. Over the last ten years, the brand has turned into a full-fledged direct-to-consumer platform in India, with stuff like toilet hygiene, feminine and intimate hygiene, personal care, grooming, and wellness items. Rithish Kumar, who was there early on, got bumped up to co-founder as the company grew its operations and product line.
With this new cash, Pee Safe is planning to really grow its physical store presence, push its brand marketing, and get even bigger on fast e-commerce platforms and big online marketplaces. They’re already in over 50,000 stores in 100+ cities and export to 23 countries, making them a popular direct-to-consumer success story in India in the wellness world.
The company says Pee Safe has passed ₹150 crore in annual net revenue and is making money right now. That probably helped them get a global healthcare investor like OrbiMed interested. Before this round, they had already raised $16.5 million, with the last $3 million coming in 2023, according to Tracxn data. This $32 million investment puts Pee Safe up there with the top funded direct-to-consumer brands in India in personal care and wellness.
Vikas Bagaria, the founder, said that the brand was made to challenge old-fashioned ideas about women’s health and hygiene in India. Now, Gen Z and millennials are more aware, which has changed how people shop in India. This is creating good conditions for direct-to-consumer wellness startups that focus on teaching, being accessible, and building trust. This shift has also increased direct-to-consumer brands activity backed by venture capital, especially in areas that mix healthcare with everyday consumer products.
This funding is part of a bigger trend of direct-to-consumer funding news in sexual health, personal care, and wellness. Investors are backing brands that have a solid plan for selling both online and in stores. Pee Safe’s plan combines being in lots of stores with growing fast on quick e-commerce platforms. This allows for frequent use while keeping control of the brand—a model that’s being seen as one of the best in the direct-to-consumer world in India.
OrbiMed’s leaders said Pee Safe has a unique position and loyal customers in big categories that aren’t very saturated. As part of the investment, OrbiMed executives have joined the company’s board, which shows they want a long-term partnership focused on growing sustainably instead of just making a quick exit. The money will also help them get deeper into smaller cities, where there’s a growing need for reliable hygiene products.
As direct-to-consumer market trends point to things like merging, growing in stores, and prioritizing profit, Pee Safe’s story shows how brands with a mission can create lasting businesses at scale. The company’s next step is likely to focus on making supply chains stronger, coming up with new products, and staying the leader in India’s fast direct-to-consumer business and wellness scene.
