In an exclusive conversation with BW Retail World, Rithish Kumar, Co-founder of Pee Safe, talks about shaping India’s feminine hygiene narrative, expanding into Tier 2 and Tier 3 cities, and building a globally relevant, sustainable hygiene brand
Pee Safe has been a pioneer in India’s feminine hygiene space. How has the category evolved since your launch, and what role has Pee Safe played in shaping consumer awareness?
When we launched Pee Safe, feminine hygiene in India was largely equated with sanitary pads. There was little innovation and even less conversation. Over the years, the category has grown into a more inclusive ecosystem that now includes menstrual cups, panty liners, period panties, and more. But this isn’t just a product expansion—it’s a mindset shift, and that’s where we’ve played a catalytic role.
We didn’t just launch products—we started conversations. Whether through doctor-led content on menstrual cups or regional language campaigns, we helped normalise feminine hygiene as part of everyday discourse. Today, alternatives to traditional products are not only accepted but sought after. We take pride in having helped shape this awareness from the ground up.
Could you share insights into Pee Safe’s current sales and revenue performance?
Pee Safe has been growing over 50 per cent year-on-year for the past three years. About one-third of our revenue now comes from offline channels, which is a big shift from our earlier digital-first model. One of our fastest-growing segments is quick commerce, where we’re seeing over 250 per cent annual growth.
With increasing competition in the feminine hygiene space, how does Pee Safe plan to maintain its growth—especially in Tier 2 and Tier 3 cities?
Growth in this segment will now come from penetration, relevance, and trust—not just new launches. Tier 2 and Tier 3 cities are our biggest focus areas, and our strategy is built on three levers:
Localised Education: We’re focusing on vernacular content, local influencers, and on-ground activations with schools and women’s self-help groups to demystify and normalise feminine hygiene.
Channel Expansion: We’re increasing our presence in kirana stores, chemists, and local supermarkets. Trust grows when your product is visible and available locally.
Product Relevance: We’ve introduced SKUs with entry-level pricing, combo packs, and reusable options like menstrual cups—designed for the needs of semi-urban India.
We welcome competition—it validates the category we helped pioneer. What differentiates us is that we’re not just trying to gain market share; we’re trying to expand the market itself.
What are Pee Safe’s strategic priorities for the next 12–18 months? Are there any upcoming product launches or global expansion plans?
We’re focusing on four key areas:
Retail Expansion in India: We aim to grow from 35,000 to 60,000–75,000 retail stores, especially in general trade and chemists across Tier 2 and Tier 3 regions.
Quick Commerce Growth: We’re currently present in 2,500 dark stores across platforms and aim to scale as they grow to 7,000–8,000 in the next 18 months.
Global Footprint: Our international presence will grow to 30 countries, with distributor networks across the GCC, North America, the UK, and Southeast Asia. Nepal and Saudi Arabia are key focus markets.
Category Leadership: We’re doubling down on core categories like Toilet Seat Sanitisers, Menstrual Cups, Panty Liners, and Period Panties — solutions that reflect our mission of delivering safe, accessible, and sustainable hygiene products.
This phase is all about depth and trust—not just being present, but being relevant in every geography and every retail channel we operate in.
