Key Points:
- Pee Safe funding: The brand raised $32M in Series C to boost growth.
- Funds will expand retail, e-commerce, and marketing efforts.
- OrbiMed support will help scale products and strengthen hygiene and wellness presence.
Indian hygiene and wellness brand Pee Safe has raised $32 million (approximately ₹290 crore) in a Series C funding round led by global healthcare investment firm OrbiMed. The latest Pee Safe funding round included a mix of primary capital to fuel business growth and secondary transactions that enabled partial exits for early investors. The investment signals strong institutional confidence in the company’s business model and its role in addressing hygiene and wellness needs in India.
Founded in 2013 by Vikas and Srijana Bagaria, Pee Safe began with a single toilet seat sanitiser aimed at improving public restroom hygiene. Over the past decade, the company has transformed into a multi-category consumer wellness brand, expanding into menstrual care, intimate hygiene, grooming products, and personal wellness solutions. The addition of Rithish Kumar as co-founder in 2017 further strengthened the company’s operational and scaling capabilities.
As part of the transaction, OrbiMed representatives Dr. Sunny Sharma and Sumona Chakraborty will join Pee Safe’s board, providing strategic oversight and healthcare sector expertise. Their involvement is expected to support the company’s long-term growth strategy and governance as it enters its next phase of expansion.
Focus on Retail Expansion and Brand-Led Growth
Pee Safe plans to deploy the newly raised Pee Safe funding to expand its offline retail presence across India, with a particular focus on tier 2 and tier 3 cities where access to reliable hygiene products remains limited. Strengthening physical retail distribution is expected to complement the company’s already strong digital presence.
In parallel, the brand intends to increase investments in marketing and consumer education, aiming to build deeper engagement and awareness around personal hygiene and wellness. Pee Safe will also scale its presence across e-commerce and quick-commerce platforms, leveraging the growing demand for fast and convenient access to daily-use wellness products.
The company currently distributes its products across thousands of retail outlets and multiple online platforms, reaching consumers in more than 100 cities. It also maintains an international footprint through select export markets, reflecting its ambition to build a globally recognised Indian wellness brand.
Strengthening Position in India’s Femtech and Wellness Market
This Pee Safe funding round comes amid rising investor interest in femtech and consumer wellness, segments driven by changing consumer attitudes, higher health awareness, and increasing acceptance of products addressing previously under-discussed needs. The company has reported consistent financial momentum, with strong year-on-year revenue growth and a move toward sustainable profitability, an achievement that sets it apart in the competitive direct-to-consumer landscape.
Leadership at Pee Safe has reiterated the brand’s mission to normalise conversations around hygiene while delivering high-quality, accessible products. The company’s evolution from a niche hygiene solution to a broad-based wellness platform highlights both market demand and execution discipline.
With OrbiMed’s backing, Pee Safe is expected to deepen its market penetration, accelerate product innovation, and enhance its omni-channel strategy. The latest Pee Safe funding round positions the company to scale responsibly while continuing to address critical hygiene gaps across diverse consumer segments in India and beyond.
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