In the fast-evolving landscape of D2C brands India, Pee Safe is redefining feminine hygiene with its innovation-first, omnichannel strategy. From launching India’s first toilet seat sanitizer spray to leading the menstrual cup and disposable period panty categories, the brand has grown into a powerhouse within the D2C ecosystem India—with eyes now firmly set on global expansion.
Founded by Vikas and Srijana Bagaria, the direct-to-consumer India brand was born out of a real-life health scare. What started with a need for public toilet hygiene has scaled into a full-fledged D2C personal care brand, now spanning 40,000 offline stores in India and a presence in over 23 countries.
With quick commerce emerging as a growth engine for D2C business India, Pee Safe has strategically positioned itself on platforms like Zepto, Blinkit, and Instamart. Quick commerce alone has contributed significantly to its sales, with 250% year-on-year growth and a reach across 140+ cities through 3,000+ dark stores. It’s a defining case study in how quick commerce D2C is shaping the future of retail hygiene.
According to co-founder Rithish Kumar, “Quick commerce is transforming how Indian women access hygiene products—offering instant availability that was earlier a barrier.” While 70% of their revenue comes from online channels, D2C (through their own website) currently contributes 3–4%. However, rapid growth in D2C daily news and trends suggests this will scale soon.
Pee Safe has developed a strong omnichannel D2C strategy, balancing digital with offline. Their international network includes 1,200–1,400 retail stores in the Middle East and South Asia, alongside Amazon distribution in 18 countries. With plans to enter the U.S. and U.K. soon, Pee Safe is scaling as a premium D2C brand India on a global mission.
Geographically, the brand draws two-thirds of its revenue from South and Western India. While metros contribute 80% of sales, Tier II and III towns are growing steadily, reflecting broader D2C consumer behavior India. Pee Safe’s factory-to-shelf approach also supports sustainability, reducing waste and promoting reusable alternatives like menstrual cups and period panties.
With repeat purchase rates ranging between 25–60% depending on the product, customer loyalty remains strong. The brand’s category leadership is visible not only in hygiene sprays but also in panty liners, teen-focused period solutions, and innovative campaigns like Zero Period, a school-based initiative educating girls about menstruation.
Looking ahead, the company plans to scale to 100,000 offline stores and capture more international ground—especially in Saudi Arabia, GCC countries, and Western markets. Kumar states the goal is to reach 25 million customers, aiming to be India’s most accessible and trusted hygiene brand.
As more VC-backed D2C brands emerge in India, Pee Safe remains a top contender for long-term success. With solid unit economics, a differentiated product portfolio, and rising global ambitions, it’s no surprise the brand is leading the charge among fastest-growing D2C brands in India and beyond.