Women’s hygiene and wellness brand Pee Safe has raised $32 million in a funding round led by global healthcare-focused private equity firm OrbiMed, marking a key milestone in the company’s growth journey. The funding round includes a mix of primary capital and partial exits for some early investors.
The investment comes at a time when demand for women-centric hygiene and wellness products continues to grow in India, driven by rising awareness, wider distribution, and increasing adoption of organised brands across urban and semi-urban markets.
Based in Gurugram, Pee Safe has built its business around addressing everyday hygiene needs through a portfolio spanning toilet hygiene, feminine hygiene, and intimate care products. The company operates across online marketplaces, offline retail, and its direct-to-consumer channels.
Pee Safe Funding
According to the company, the fresh capital will be used primarily to expand its offline retail footprint and strengthen its distribution network across India. A larger retail presence is expected to improve access to the brand beyond major cities.
The funding will also support scaling sales across online marketplaces and quick commerce platforms, where demand for personal care and hygiene products has grown rapidly in recent years.
In addition, investments are planned to improve operational capabilities and support the brand’s expansion across new personal care and wellness categories, both in domestic and select international markets.
Founded by Vikas Bagaria and Rithish Kumar, Pee Safe has scaled its operations while maintaining a focus on financial discipline. The company has crossed an annualised net revenue run rate of over Rs 150 crore and continues to operate profitably, according to disclosures.
Pee Safe has steadily expanded its product range over the years, moving beyond its initial focus on toilet hygiene to include feminine hygiene and intimate wellness offerings targeted at women consumers.
The brand reports serving millions of women through its various sales channels, with growing traction in both online-first and offline-led retail formats across India.
Financial Growth
As per reported financials, Pee Safe’s revenue from operations grew 46 percent to Rs 82 crore in FY25, compared with Rs 56 crore in FY24. This growth reflects stronger demand across hygiene and personal care segments.
The company has also shown improvement on the profitability front. Losses were reduced significantly, declining by 69 percent to Rs 4 crore in FY25 from Rs 13 crore in the previous financial year.
The ability to grow revenues while curbing losses has positioned the company favourably among investors at a time when capital efficiency remains a key focus across the startup ecosystem.
India’s women’s hygiene and wellness market has seen increased investment and innovation over the past decade, supported by higher awareness, improved access to products, and supportive public health initiatives.
Private equity interest in the sector reflects confidence in long-term demand for hygiene, personal care, and wellness solutions tailored to women consumers.
With the latest funding round led by OrbiMed, Pee Safe is expected to accelerate its retail expansion and strengthen its market position as competition intensifies in India’s fast-growing hygiene and wellness segment.
