Pee Safe, a personal hygiene brand owned by Redcliffe Hygiene, has secured $3 million in funding as part of its $6 million Series B round. Natco Pharma, along with Nithin and Nikhil Kamath, the founders of Zerodha's Rainmatter Health, led the funding round. Existing investors, including Alkemi Growth Capital, also participated in this funding round. Srijana Bagaria and Vikas Bagaria founded Pee Safe in 2013, and they later welcomed Rithish Kumar as one of its co-founders.

It began as a toilet seat sanitizer to address the concerns, particularly urinary tract infections, that women of all ages had when using public restrooms. As a result, it expanded its product line to include hygiene, menstrual care, and grooming items.

Pee Safe products can be found in 15,000 physical retail outlets across more than 70 cities in India, on various e-commerce platforms, and through its official website. As a direct-to-consumer brand, it boasts exports to more than 20 countries spanning five continents.

The raised funds will be utilized to expand the brand's retail presence within India, facilitate global expansion through an omnichannel approach, and allocate additional resources to enhance marketing and awareness campaigns.

Commenting on the utility of the funding for the company, Bagaria said, “This funding will accelerate our expansion efforts and establish us as the leading brand in the rapidly growing intimate wellness sector, which boasts a remarkable CAGR of 16%. Over the past five years, Pee Safe has achieved a remarkable growth rate of 100% CAGR, surpassing market expectations.”

Pee Safe proudly boasts serving more than 6 million customers and highlights its impact on the lives of 200,000 individuals from underprivileged backgrounds through awareness campaigns and the donation of over a million menstrual care products.

In 2021, the company raised INR 25 crore in a Pre-Series B round led by entrepreneur and investor Shaival Desai. This funding will be used to expand the company's product offerings.

In the toilet seat sanitiser sector, Pee Safe faces direct competition from Safekind, a product from Mankind. In other segments focused on menstrual health, it competes with notable brands such as i-active by Piramal, Wellify, Azah, Sirona, and others.