Pee Safe, established in April 2017 by Redcliffe Hygiene Private Limited, is revolutionizing menstrual care with innovative solutions. The brand offers a comprehensive range of feminine hygiene products, including reusable pads, tampons, and menstrual cups, catering to women from puberty to menopause. The brand’s commitment extends beyond products, focusing on education and awareness to promote personal hygiene and wellness. Serving over 6 million customers and supporting over 150,000 underprivileged menstruators through awareness initiatives and donations of over a million menstrual care products.
The brand has recently launched a campaign an innovative and humorous video campaign in honour of Menstrual Hygiene Day around the hashtag #PeriodFriendlyWorld. Speaking about the thought process behind the campaign, Rithish Kumar, Co-Founder of Pee Safe said, “Tackling Menstrual Myths with Humor In many places, discussing periods is still met with discomfort and silence. Our recent campaign tackles menstrual myths with humor, using playful exaggeration to highlight the absurdity of this taboo. We showcase the unreasonable reactions people often have towards menstruation. However, beyond the light-hearted approach, there’s a serious message: open conversations are essential in breaking down these barriers and making periods a natural topic of discussion. By challenging societal norms with a light touch, we aim to encourage greater acceptance and understanding.”
Expanding Marketing Efforts
Explaining on how the brand is planning to its marketing efforts in the coming years, Kumar said, “We plan to expand our marketing efforts in the coming years by directing significant resources towards amplifying our visibility across major customer touchpoints—travel touchpoints, retail touchpoints, website, and other touchpoints. We recognize the importance of creating a strong brand presence and plan to bolster our team by hiring marketing professionals to support our aggressive retail expansion.”
Online sales strategies
“At Pee Safe, several strategies have proven effective for driving online sales,” said Kumar.
Leveraging social media platforms for targeted advertising and influencer partnerships has been successful in reaching their target audience.
“Implementing search engine optimization (SEO) techniques to improve our website’s visibility on search engines has increased organic traffic and conversions. Additionally, offering discounts, promotions, and bundle deals through our e-commerce platform has incentivized customers to make purchases online. Providing excellent customer service, including fast shipping and easy returns, has contributed to positive reviews and repeat purchases,” he added.
The e-commerce growth
According to Kumar, “the shift towards e-commerce has significantly impacted Pee Safe’s overall sales and customer engagement.”
“With the rise of online shopping, we have witnessed a substantial increase in sales through our e-commerce channels. This shift has allowed us to reach a wider audience beyond geographical boundaries and tap into new markets. Moreover, e-commerce platforms provide valuable data insights that enable us to better understand customer preferences and behaviour, leading to more personalized marketing strategies and improved customer engagement”, he added.
On retail presence
“Our omni-channel presence helps us be there for the consumers in whichever channel they prefer, helping our brand visibility and improving the consumer experience,” Kumar said.
Pee Safe products are available in over 100 cities, with 200+ distributors and 22,000+ retailers. They are present across 8,000+ pharmacies, including Apollo Pharmacy, Medplus, and Tata 1Mg, 4,000+ departmental stores, supermarkets, and hypermarkets, including Walmart, Lulu, and Spar, RIL, and 4,000+ convenience stores.
“We are also available on marketplaces and hyperlocal delivery platforms, including Amazon, Flipkart, Nykaa, Netmeds, Blinkit, Instamart, Zepto, and others. Pee Safe maintains a retail presence in physical stores to complement its e-commerce operations and cater to customers who prefer in-store shopping experiences,” he said.
He further added, “We carefully choose our retail partners based on several factors, including their reputation, target demographics, geographic location, and alignment with our brand values. By partnering with reputable retailers, we ensure that our products are available in high-traffic locations and reach a diverse customer base. Additionally, we prioritize retailers who share our commitment to promoting health, hygiene, and sustainability.”
Balancing retail and online sales channels
Maintaining a strong retail presence alongside online sales presents both challenges and advantages for Pee Safe.
“One challenge is managing inventory and logistics effectively to ensure product availability and timely replenishment across various retail outlets. Additionally, maintaining consistent branding and product visibility in physical stores requires ongoing collaboration with retail partners. However, the advantage of having a retail presence is the opportunity to offer customers hands-on experiences, allowing them to interact with our products before making a purchase. Furthermore, physical stores serve as additional touchpoints for building brand loyalty and fostering relationships with customers. Overall, integrating online and offline sales channels enables Pee Safe to reach a broader audience and enhance the overall customer experience,” he said.
He further added, “Our best-seller is the Toilet Seat Sanitizer. Its ease of use, cost-effectiveness, and growing awareness of hygiene have contributed to its success. It addresses a major pain point of people: inaccessibility to hygienic toilets while traveling, during commutes, or at work. The compact bottle makes it easy to travel with, giving people both a sense of assurance while using public restrooms and the confidence to not let unhygienic toilets deter their adventures.”
On the influence of customer feedback
According to Kumar, “At Pee Safe, customer feedback and market trends play a central role in driving product development and innovation. We actively solicit feedback from our customers through various channels, including online reviews, surveys, and direct communication.”
Further, this feedback is carefully analyzed to identify areas for improvement and opportunities for innovation.
“By listening to our customers’ needs and preferences, we can develop products that address specific pain points and deliver enhanced value. Moreover, we closely monitor industry trends and market dynamics to stay ahead of the curve and anticipate emerging demands. This includes tracking technological advancements, regulatory changes, and shifts in consumer behaviour. By staying abreast of trends, we can adapt our product offerings and develop innovative solutions that resonate with our target audience,” Kumar added.
Expansion plans
The brand always keeps their innovation engine running and work on developing new categories based on consumer insights.
“However, for the first half of the year, we primarily focus on going deeper into the categories we are already present in and building them to a good scale. We are doing extremely well in some categories, and our focus will be to scale them. We have sold more than 1 million menstrual cups and more than 10 million toilet seat sanitizers. Our repeat customer rate is around 40%-65% depending on the category,” he said.
Pee Safe’s average cart value ranges around Rs 800, and their focus is on maximizing order values.
“For retail expansion, we are looking at expanding in tier I and tier II cities, going deeper into the cities where Pee Safe has existing brand equity. We will also increase availability on quick commerce platforms in Indian cities. We will be doubling down on select international markets, especially the UK, Middle East, and Subcontinent, where we have seen success online,” Kumar added.
While speaking about the upcoming launches and initiatives he said, “We are launching a number of products in preexisting categories, driven by demand from our consumers. We will also be seeing some big campaigns being launched soon.”
Through their community initiative #HaqSePeriod, Pee Safe has reached over 200,000 women in 60+ districts, distributing over 2 million pads and cups and conducting more than 370 menstrual hygiene sessions.
“These efforts have directly impacted over 200,000 menstruators, ensuring access to essential hygiene products and knowledge. Collaborations with partners such as NWWA, SBI, WaterAid, Amazon, the Bill and Melinda Gates Foundation, Airtel, and Vistara have been instrumental in achieving these milestones. Pee Safe’s commitment to promoting menstrual hygiene and empowering communities is reflected in the substantial numbers and tangible outcomes of its initiatives,” Kumar concluded.
