Women’s Hygiene Is Becoming a Scaled Consumer Category
India’s women’s hygiene and wellness market has moved beyond awareness-led consumption to consistent, everyday usage. Rising health consciousness, wider retail access, and category formalisation are turning intimate and menstrual care into large, repeat-driven consumer segments, attracting growth-stage capital from global healthcare investors.
Funding Snapshot and Capital Structure
Delhi-based Pee Safe has raised $32 million (around ₹265 crore) in a funding round led by OrbiMed. The round included a mix of primary capital and partial exits for some early investors.
With this round, Pee Safe’s total funding has reached $45.55 million, with Alkemi Partners as its lead investor to date.
Business Model and Use of Funds
Founded in 2013 by Vikas Bagaria and Srijana Bagaria, Pee Safe operates across intimate hygiene, menstrual care, and sanitisation products. The company generates revenue through a diversified mix of online marketplaces, direct-to-consumer channels, and offline retail. The fresh capital will be deployed to expand offline retail presence, strengthen distribution networks, and scale sales across ecommerce and quick commerce platforms, signalling a sharper push towards omnichannel depth.
Why This Funding Matters
OrbiMed’s entry underscores growing investor conviction in India’s women’s health and hygiene brands as long-term, defensible consumer businesses rather than niche wellness plays. For Indian founders, Pee Safe’s journey highlights how sustained category education, portfolio expansion, and disciplined distribution scaling can convert sensitive-use categories into mainstream, institutional-grade consumer brands.
Keep building. Keep learning. Keep growing with StartupByDoc.