Partnership aims to deepen brand trust, expand reach and normalise conversations around menstrual hygiene
Feminine hygiene brand Pee Safe has appointed Indian cricketer and vice-captain Smriti Mandhana as the brand ambassador for its Comfort Range, marking a strategic move as the company celebrates its ninth foundation year.
The collaboration is designed to strengthen the brand’s positioning in the intimate hygiene segment while reinforcing its focus on comfort-led solutions. Mandhana will represent a portfolio that includes Comfort Period Panty, Panty Liners, Comfort Ultra Thin Pads, Comfort Night Pads and Toilet Seat Sanitizer.
The association comes at a time when Pee Safe is looking to scale both awareness and accessibility of its offerings. By aligning with a widely recognised sports personality, the brand aims to build stronger emotional resonance with consumers and drive greater trust, particularly among younger audiences.
Founder Vikas Bagaria said the partnership reflects the company’s core philosophy of placing comfort, dignity and openness at the centre of feminine hygiene. He noted that Mandhana’s confident and barrier-breaking persona makes her a natural fit to champion conversations around menstrual health.
Mandhana, commenting on the association, emphasised that comfort should be a given rather than a compromise, adding that the brand’s focus on making comfort a priority resonated strongly with her.
Strategic Impact on the Brand
Industry observers note that the move could deliver multiple gains for Pee Safe. The endorsement by a high-credibility athlete is expected to:
Enhance brand visibility and recall in a competitive yet still under-penetrated category
Strengthen trust and relatability, particularly among urban and aspirational consumers
Accelerate adoption of comfort-led products, positioning them as everyday essentials rather than discretionary purchases
Support expansion into Tier 1 and emerging markets, aided by Mandhana’s pan-India appeal
Drive category conversation, helping normalise menstrual hygiene discussions and reduce social stigma
The partnership also aligns with the brand’s broader ambition to reposition feminine hygiene from a functional necessity to a comfort-first lifestyle category.
As Pee Safe expands its distribution footprint and deepens its consumer engagement, the collaboration is expected to play a key role in shaping a more open and informed narrative around intimate care in India.
