Gurugram: To improve distribution and retail strategy, Pee Safe has hired Arijit Sen as the new VP-Sales.
Arijit Sen, an industry veteran, recently joined Pee Safe from his role as General Manager at Healthkart. At Healthkart, he played a key role in setting up the business and expanding distribution to 40,000 premium outlets nationwide. Notably, he helped Healthkart achieve milestones like establishing Muscle Blaze as the category captain across key modern trade chains including Reliance, Max, and Wellness Forever.
With over two decades of experience in sales, key accounts management, trade marketing, and business strategy, Pee Safe expects remarkable achievements and innovative growth with his leadership. It anticipates reaching new heights under his guidance.
Sen said, “Pee Safe feels like a homecoming. I have always believed in the potential of innovative personal hygiene products. Interestingly, I had also attempted to launch a product similar to Toilet Seat Sanitizer Spray, but I didn’t succeed. Being on board with Pee Safe now feels like fulfilling that desire that didn’t pan out all those years ago. I see joining Pee Safe as an opportunity to leverage my professional experience and drive sustainable and profitable growth in this category.”
With extensive experience in start-ups, he worked with brands like Nivea, Pepsi, and Tang. Specializing in GTM strategy, distribution growth, market share, retailer relationships, trade marketing, and brand activations.
Rithish Kumar, Co-Founder of Pee Safe, said, “We are thrilled to have Arijit join the Pee Safe family. His extensive experience and proven track record in scaling businesses offline and driving category leadership make him the perfect fit for our team. We are confident that under his leadership, Pee Safe will continue to expand its retail footprint, innovate across different retail formats, and increase penetration across categories in key markets.”
In India, the intimate hygiene market valued at Rs 8000 crore is set to double to Rs 15,000 crore in 5 years, driven by increasing consumer awareness in urban and rural areas. Recent years have seen notable innovation in women’s sanitary pads and sexual wellness products. Despite innovations from brands like Pee Safe, the market, with less than 30% penetration, still has significant growth potential.
“We have so far served over 10 million women since our inception, and the aim is to serve an additional 10 million in the next couple of years through our strong network of retail stores across India. Our strategic focus will be on heightened visibility through point-of-sale marketing, promoter activation, and direct customer engagement,” Sen added.
Pee Safe aims to capture a significant share in India’s Rs 7,000 crore sanitary market with its innovative products like Ultra-Thin Sanitary Pads and Disposable Period Panties. The company, known for toilet seat sanitizers, plans to launch more personal hygiene items. Last year, it introduced a portable bidet for travellers.
