Founder Vikas Bagaria says the company is expanding distribution to 100,000 retail touchpoints and expects Within to reach Rs 100 crore in revenue in 2-3 years
Pee Safe is targeting revenue of Rs 250-300 crore in FY27, up from Rs 130 crore in FY26, and is keeping a public listing on its radar over the next four to five years. The company is expanding its distribution network and broadening its portfolio with the launch of women’s wellness and nutraceutical brand Within, which it is targeting to scale to Rs 100 crore in revenue over the next two to three years, Vikas Bagaria, Founder, Pee Safe, told BW Retail World.
“Last full year was 130 crore (revenue for) FY26. This year we will be doing plus of 250 crore,”. Adding that the company expects to land in the “250 to 300 crore” range for the year.
Bagaria said the business has grown 60-70 per cent year-on-year, with recent capital supporting hiring, consumer-awareness initiatives, onboarding Smriti Mandhana as brand ambassador and the launch of Within. Pee Safe has increased its retail distribution from about 55,000 stores at the time of its funding round to 60,000-65,000 currently, and plans to reach 100,000 stores over the next four to six quarters across pharmacies, general trade and modern trade.
Pee Safe raised around USD 32 million (roughly Rs 290 crore) from healthcare-focused investment firm OrbiMed in January 2026, in a round that included both primary capital and secondary share sales by existing investors. OrbiMed holds a majority stake in the company, Bagaria said, though he added that operational control rests with the founders and management team.
“OrbiMed is a private equity who has invested in our company. They are an excellent partner and they hold majority stake in our company as well,” he said, adding, “operationally, we professionals, the founders and the key personnel are taking decisions on a day-to-day basis,” said Bagaria.
Separately, according to the company’s financial filings, Pee Safe’s revenue from operations stood at around Rs 82 crore in FY25, while its net loss narrowed to around Rs 4 crore from Rs 13.2 crore in FY24, with Rs 130 crore so this financial year. Current growth for FY26 is around 60-70 per cent
Entering Women’s Wellness
Within represents a move beyond Pee Safe’s established personal hygiene portfolio into nutraceuticals and dietary supplements designed specifically for women across different age groups. Bagaria said the decision was based on the company’s existing relationship with women consumers and what he described as a gap in products tailored to their nutritional needs.
“We have around 25 million women who are using Pee Safe. If we can give product made just like what Pee Safe is doing, which you can take inside for every age group rather than a generic, as they say one size fits all.”
The company plans to use Pee Safe’s existing consumer base to build Within rather than establish a separate customer ecosystem. Bagaria said it also intends to create a doctor-led community, with medical professionals involved in developing products and selecting ingredients, while distribution will use the company’s existing online and offline channels.
“Definitely, we want to make Within a 100 crore in the next 2-3 years. We have just launched today (3 September). But in the next 3 years, we are looking at 100 crore from Within itself,” he said.
Portfolio And Revenue Mix
Pee Safe is operated by Redcliffe Hygiene, with Pee Safe’s existing portfolio spanning toilet hygiene, menstrual and period care, and intimate care. Toilet-seat sanitiser spray remains its flagship product, while the company also sells urination devices, seat covers, portable jet sprays, sanitary pads, panty liners, menstrual cups, tampons, period panties, intimate washes and wipes. Toilet-seat sanitiser is the largest contributor, followed by disposable period panties, panty liners and menstrual cups, together more than 60 per cent of revenue, Bagaria said.
The broader portfolio includes FURR, a grooming brand covering trimmers, razors, hair-removal creams, callus removers, nose strips, acne patches and underarm roll-ons, and Domina, a sexual wellness brand offering female condoms, lubricants and other intimate products. Within the group, Pee Safe contributes about 55 per cent of revenue and FURR around 35-40 per cent, while Domina contributes under 2 per cent, according to Bagaria.
About 70 per cent of sales come through online channels including quick commerce and e-commerce, with the company’s own website accounting for 6-7 per cent. Bagaria said quick commerce draws the largest margins within that mix. The rest comes from general trade, modern trade, exports and institutional sales, with exports contributing around 8 per cent of revenue.
South India accounts for about 40 per cent of sales, with the remaining 60 per cent split across North, East and West India while the Northeast contributes 2-3 per cent, Bagaria said, attributing the South’s share partly to higher consumer awareness and online purchasing. Pee Safe is present across Karnataka, Kerala, Tamil Nadu, Andhra Pradesh and Telangana in the region.
The company operates in 22 countries, including Nepal, Saudi Arabia, North America, Europe and the Middle East, with around 1,200 retail outlets in Saudi Arabia and nearly 1,000 in Nepal.
Premium Positioning
Pee Safe is positioning itself towards premium rather than mass-market consumers. Bagaria said the company is currently focused on tier 1 and more aspirational consumers, with Gen Z and millennials forming its key consumer groups.
“We are a premium company. We are not a luxury. So, our products are premium. We are going ahead with the tier 1 and more aspirational class right now. We are not a mass product.”
Pee Safe is also keeping an eventual public listing in its longer-term plans. Bagaria said an IPO is not an immediate priority but could be considered over the next four to five years, with the near-term focus remaining on distribution expansion, consumer awareness, the existing portfolio and scaling Within. “Not now, but definitely that’s in the radar for next 4-5 years,” he said.
