Startup Originals Team
Pee Safe has emerged as one of India’s most impactful startup stories in the hygiene and wellness industry. Co-founded by Srijana Bagaria and Vikas Bagaria, Pee Safe was inspired by a very personal and relatable problem-making public restrooms safer and more sanitary for women. Their signature product, the Toilet Seat Sanitizer Spray, has transformed countless lives by protecting users against risky infections, including urinary tract infections (UTIs).
The Spark: Turning a Health Scare into Innovation
The journey began in 2013, when Srijana contracted a severe UTI during a road trip, despite staying at reputed hotels. This startling experience highlighted the widespread problem of unhygienic toilets and the dangers they pose, especially to women. Determined to find a solution, Srijana and her husband, Vikas, developed the idea of a sanitizer spray designed specifically for toilet seats-a product not seen before in India.
From Concept to Successful Startup:
Initially created and shared among friends and family, the Toilet Seat Sanitizer Spray quickly became popular for its ability to kill 99.9% of germs on toilet seats in just 10 seconds. In 2014, the concept started gaining momentum and by April 2017, the product was officially launched under their newly formed company, Redcliffe Hygiene.
Overcoming Challenges and Expanding the Vision:
The early days were filled with hesitancy and social taboos around discussing intimate hygiene, especially for women. The founders worked closely with their research and marketing teams-developing and perfecting prototypes, ensuring regulatory compliance, and educating the public about the crucial importance of hygiene.
Pee Safe didn’t stop with just one product. The brand diversified into more hygiene solutions, including menstrual care, intimate wellness, and personal hygiene products. Their bold marketing and advocacy-programs like #HaqSePeriod-helped challenge taboos, educate communities, and support women across India.
Growth & Global Impact:
Today, Pee Safe is a recognized powerhouse across the hygiene sector, with its products available both online and offline in over 40,000 stores, and exported to over 23 countries. The brand has impacted millions and maintains a strong digital presence through partnerships with quick commerce platforms and a robust direct-to-consumer model. Notably, it has surpassed ₹100 crore in sales and continues to win industry awards for both health impact and innovation.
Social Reach and Recognition:
Pee Safe stands out for its focus on social impact. Through educational initiatives and product drives, it has reached over 200,000 women in more than 90 districts, distributing millions of hygiene products and breaking taboos around periods and intimate care.
Conclusion: A Story of Dignity and Determination
The rise of Pee Safe exemplifies how a personal challenge can inspire a national movement. By staying committed to innovation, quality, and social betterment, Srijana and Vikas Bagaria have ensured that dignity, health, and safety become accessible to all-one spray at a time.
