Top key focus points for Pee Safe during 2022
By Vikas Bagaria, Founder & CEO, Pee Safe
Approaching a new year is always a very thought-provoking, reflective and strategic time for business leaders. Looking back at the year that is about to wrap, it has been one of great learning and evolution for Pee Safe, India’s leading hygiene and wellness brand. We have developed and launched new product lines, introduced strategies, and even exceeded our targets in terms of market reach in 2021.
Now, as we move into 2022, the mantra is to build on the momentum we gained in the year and leverage the learnings into more impactful business outcomes ahead. From that perspective, our focus will be on further increasing our brand traction and consumer engagement for Pee Safe’s diverse offerings. There are 5 key focus areas for Pee Safe around which we will build our strategic roadmap in 2022.
Exploring multi-channel outreach – As a D2C brand aiming to address unresolved consumer needs, Pee Safe has constantly focused on expanding its outreach through the digital as well as on-ground segments. Our product ranges are aimed at breaking stereotypes and prevalent taboos. Thus, it is absolutely essential for us to consistently spread awareness about challenges and educate the public on how our products prove to help ensure overall wellness for them and their loved ones. To achieve this goal, we have been focusing on using a multi-channel access strategy. For instance, each of the awareness mediums that we use, be it a social media platform or print ad serves multiple objectives related to information sharing with the consumers. There is direct and indirect connectivity between the messaging and the audience on things that they need to be aware of before they make a purchase decision. Similarly, we have built a robust pan-India network of offline retail stores to go along with our online D2C platforms and eCommerce marketplaces.
Expansion of retail footprint: Pee Safe has ambitious plans to expand the offline retail footprint. Brick-and-mortar retail is a very different yet effective channel to reach the Indian consumers in Tier 2, Tier 3 and beyond markets. At present, Pee Safe products have a presence in nearly 15,000 stores across 150 plus cities. To further augment our offline presence, in 2021, we decided to introduce the FOFO model (Franchise Owned Franchise Operated) of stores. The move was backed by a strategic understanding that establishing a network of brand-exclusive outlets is imperative for a deeper and more impactful pan-India reach of the brand. The initial response to the model has been really encouraging, and are now planning to add another 45 FOFO stores across India. Alongside giving the audience access to different regions, these stores will also be instrumental in the brand’s revenue generation.
Introduction to FURR, Domina and Pee Safe product lines: We intend to expand our FURR and Domina product lines, which cater to beauty, skincare, and sexual wellness. Considering how most of our products are category-leading, and serve the unresolved needs of consumers, we need to pay greater attention to introducing the audience to these product lines. While beauty and skincare are comparatively familiar domains, the areas of intimate and sexual wellness remain largely unaddressed despite a humongous need that has been eclipsed by taboos in the past. We are aiming at building mass awareness of products under these including female condoms and menstrual discs which will surely drive significant sales for them. The need has already been established and in 2022, Pee Safe will aim to meet the demand to the fullest extent possible.
Emerging as the house of safe: Since its inception, Pee Safe has grown to become the house of safe offering complete health and wellness solutions that are transforming the ecosystem. We have already expanded into several personal hygiene categories including feminine hygiene (pads, tampons, cups, etc), men’s intimate hygiene, female grooming (Brand: FURR By Pee Safe), sexual wellness (Brand: DOMINA), face mask and mist (Brand: Pollution Safe) while being one of the leaders in a few sub-categories. Going forward, we aim to carry forward our agenda of introducing more product lines that address the individual requirements of our TG – and do so with adequate research, surveys, and innovative ideas and campaign.
Global expansion: According to the IMARC Group, the global personal hygiene market has touched a value of $55.7 billion in 2020. A steady CAGR of 5.80% is forecast until 2026. Irrespective of which country we talk about, hygiene and wellness have become a priority for all ages/genders and territories in the wake of the pandemic. We aim to therefore push for global expansion more strongly in the coming year. In 2022, we plan to enter the highly-competitive United States and United Kingdom markets.
Conclusion
It is widely understood that preventive care through all-round hygiene is the best and most comfortable approach to healthy living. This understanding is something we aim to build upon with highly informative and engaging campaigns in the target markets in 2022 and beyond!
