New Delhi: Pee Safe has announced the onboarding of Smriti Mandhana, Vice Captain of the Indian women’s cricket team, as its brand ambassador to represent its Comfort Range, as the brand marks its 9th Foundation Day.
The partnership aims to strengthen the brand’s positioning in the feminine hygiene segment by focusing on comfort-led solutions, while deepening engagement with its growing consumer base. Mandhana will front a portfolio of products including Comfort Period Panty, Panty Liners, Comfort Ultra Thin Pads, Comfort Night Pads, and Toilet Seat Sanitizer.
The collaboration is rooted in a shared vision to normalise conversations around menstrual hygiene and position comfort as a fundamental aspect of feminine care. Known for her composed and confident persona, Smriti Mandhana is seen as a strong fit for the brand’s ethos of breaking taboos and encouraging openness.
Commenting on the association, Vikas Bagaria, Founder of Pee Safe, said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence, originality, and willingness to break the social barriers are a powerful voice for change. This connection represents a big step in the direction of normalizing the dialogue on the subject and encouraging women across the country to put comfort first without compromise.”
Smriti Mandhana expressed her collaborative thoughts through the following statement: “I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
Through this association, Pee Safe aims to increase awareness and affinity for its comfort-focused products among Tier 1 consumers, while also expanding its distribution footprint to reach a wider audience.
The partnership underscores the brand’s ongoing efforts to reshape the narrative around menstrual health in India, positioning comfort not just as a product benefit but as an essential lifestyle choice for women.
