India’s women-focused hygiene and wellness brand Pee Safe has raised $32 million in a fresh funding round led by global healthcare private equity firm OrbiMed. The latest investment marks a major milestone for the company as it looks to deepen its offline presence and scale across fast-growing digital commerce channels.
The funding round includes a mix of primary capital infusion into the business along with partial exits for some early investors, reflecting both growth ambitions and investor confidence in the brand’s long-term potential.
Key Highlights of the Funding Round
Pee Safe’s latest $32 million raise takes its total funding to $45.55 million since inception. Alkemi Partners continues to remain the lead investor in the company.
The participation of OrbiMed, a globally known healthcare-focused private equity firm, signals growing institutional interest in India’s personal hygiene and wellness market, especially brands built around women-centric needs.
How Pee Safe Plans to Use the Fresh Capital
The company has outlined clear priorities for deploying the new funds.
Expanding Offline Retail Presence
While Pee Safe has built a strong digital-first identity, a significant portion of the new capital will be used to strengthen its offline retail footprint. This includes deeper penetration into pharmacies, modern trade stores, and general retail outlets across cities and smaller towns.
Offline expansion is expected to help the brand reach new consumer segments that are less active online but increasingly aware of personal hygiene and wellness products.
Strengthening Distribution Networks
Pee Safe plans to invest in improving its supply chain and distribution infrastructure. A stronger distribution network will help ensure product availability across regions and reduce delivery timelines, especially as demand grows in non-metro markets.
Scaling Online Marketplaces and Quick Commerce
The brand also aims to scale sales across e-commerce marketplaces and quick commerce platforms. With rapid adoption of instant delivery services in urban India, Pee Safe sees quick commerce as a key growth driver for repeat purchases and everyday hygiene essentials.
About Pee Safe
Pee Safe was founded in 2013 by Vikas Bagaria and Srijana Bagaria with a mission to address gaps in personal hygiene awareness and access in India.
The company operates in the women’s hygiene and wellness segment, offering a wide range of products across intimate hygiene, menstrual care, and sanitisation. Over the years, Pee Safe has positioned itself as a purpose-led brand focused on safety, comfort, and education.
Product Portfolio and Market Presence
Pee Safe has steadily expanded its product portfolio to cater to evolving consumer needs.
Diverse Hygiene and Wellness Products
The brand’s offerings span intimate washes, toilet seat sanitisers, menstrual cups, period care products, and other personal hygiene essentials. By combining functionality with education-driven marketing, Pee Safe has built trust among urban and semi-urban consumers.
Strong Omnichannel Strategy
Pee Safe follows an omnichannel approach, with a presence across its own website, major e-commerce platforms, quick commerce apps, and offline retail stores. This diversified channel strategy has helped the company reduce dependence on a single sales medium and adapt to changing consumer buying behavior.
Why Investors Are Betting on Pee Safe
The women’s hygiene and wellness segment in India is witnessing steady growth, driven by rising awareness, higher disposable incomes, and increasing conversations around menstrual and intimate health.
Growing Market Opportunity
Historically underserved and under-discussed, the women’s hygiene category is now seeing greater acceptance and demand. Brands like Pee Safe that entered early and focused on education alongside product innovation are well positioned to benefit from this shift.
Brand Trust and Consumer Loyalty
Pee Safe has built a loyal customer base by addressing real-life hygiene concerns with practical solutions. Its focus on quality, safety, and transparency has helped establish credibility in a sensitive but essential category.
What This Funding Means for the Industry
The investment highlights a broader trend of increased funding flowing into consumer health, wellness, and hygiene brands in India.
Private equity interest from global healthcare-focused firms like OrbiMed suggests that Indian wellness brands are no longer seen as niche players but as scalable businesses with strong long-term growth potential.
This funding could also encourage more innovation and competition in the women’s hygiene space, ultimately benefiting consumers through better products and wider availability.
What Lies Ahead for Pee Safe
With fresh capital in hand, Pee Safe is expected to accelerate its growth plans while continuing to focus on product innovation and consumer education.
As competition intensifies in the personal care and wellness segment, the company’s ability to balance brand purpose with scale will be key to sustaining momentum. Expansion into newer categories, deeper regional penetration, and partnerships with retail and delivery platforms could define its next phase of growth.
Final Thoughts
Pee Safe’s $32 million funding round led by OrbiMed marks a significant step forward for the brand and for India’s women-focused wellness ecosystem. From a startup addressing an overlooked hygiene concern to a well-funded omnichannel brand, Pee Safe’s journey reflects changing consumer attitudes and growing investor confidence in purpose-driven businesses.
As the company scales its presence across offline and online channels, it is poised to play a larger role in shaping how personal hygiene and wellness products are consumed in India.
