Pee Safe, a hygiene and wellness brand, has secured Rs 25 crore in pre-Series B funding. This round has been led by entrepreneur and investor Shaival Desai and existing Series A investor Alkemi Growth Capital.
Pee Safe will utilize the funds to build depth in feminine hygiene and sexual wellness, and accelerate its personal care brand FURR as well as allocate funds for further R&D and product launches in the next year. It is also planning to raise Series B funding later this year.
Vikas Bagaria, Founder and Chief Executive Officer, Pee Safe, said, “We are excited and happy about the growth prospects of Pee Safe is a brand that addresses personal and intimate hygiene holistically. The funding round will enable us to further research and development, as well as build Pee Safe as a forward-looking brand. We are happy to have Shaival Desai’s support. Alkemi Growth Capital have placed their trust in us once before and even this time, we will ensure that the association is a win-win in all respects.”
The online business of Pee Safe has seen a 40 percent jump in the current quarter. The brand has also achieved over 70 percent growth annually (FY20-21).
Shaival Desai, Entrepreneur and Investor, stated, “We are really excited to have partnered with Pee Safe in their journey to become a leader in the personal hygiene space in India. Their domain expertise and knowledge of the Indian consumer, coupled with an underpenetrated market create an unparalleled opportunity to take the market by storm.”
Pee Safe’s recently launched FURR range of products offers an entire portfolio of grooming and skincare essentials and aim to promote body positivity and even gender neutrality to a large extent.
Alka Goel, Founding Partner, Alkemi Growth Capital, added, “Pee Safe and its sub-brands Domina and FURR have continued to grow alongside the creative, innovative, and much-needed products for its target segment. The team is agile and is closely connected with its customer base that truly loves its products. Pee Safe has demonstrated boldness in challenging long-held stereotypes and to that extent is making it fun and normal to talk about topics that may previously have been taboo.”
Besides raising $10 million in series B funding, Pee Safe is looking at expanding its retail presence from the current 10,000 stores to having a few franchise-owned brand exclusive stores (FOFO) to enhance the customer experience across India. It has already expanded overseas and is building local production of toilet seat sanitizers in Europe.