Pee Safe, India’s leading women’s hygiene and wellness brand, has raised approximately USD 32 million (around INR 290 crore) in growth capital from OrbiMed, a global healthcare-focused private equity firm. The round comprised a mix of primary capital infusion and secondary share purchases, enabling partial exits for early investors.
Founded by Vikas Bagaria and Rithish Kumar, Pee Safe has emerged as one of India’s rare profitable consumer startups, scaling to over INR 150 crore in Annualised Net Revenue Run Rate (NRR). The brand holds a leadership position in toilet hygiene and feminine hygiene and is rapidly expanding into personal care and wellness, serving millions of women across India and international markets.
Capital to Fuel Omni-Channel Expansion
The newly raised capital will be utilised to:
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Expand Pee Safe’s offline retail footprint
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Strengthen brand-led marketing initiatives
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Accelerate growth across quick commerce platforms and leading marketplaces
The investment signals strong investor confidence in Pee Safe’s capital-efficient growth model and its ability to build a scaled consumer healthcare brand while maintaining profitability.
Founders on the Next Phase of Growth
“Pee Safe was founded to address a deeply underserved women’s health category and challenge long-standing taboos,” said Vikas Bagaria, Founder, Pee Safe. “Our ability to scale profitably reflects a disciplined, long-term approach. Partnering with OrbiMed, who share our conviction in the consumer healthcare opportunity, marks an important step in our next phase of growth.”
Rithish Kumar, Co-founder, added, “This investment enables us to significantly deepen offline distribution while accelerating momentum across quick commerce and e-commerce. OrbiMed’s expertise in scaling consumer healthcare brands strengthens our omni-channel growth engine.”
OrbiMed Joins the Board
As part of the investment, Dr. Sunny Sharma and Sumona Chakraborty from OrbiMed will join Pee Safe’s board.
“Pee Safe has built a differentiated brand with strong consumer loyalty in large and growing categories,” said Dr. Sunny Sharma, Senior Managing Director, OrbiMed Asia. “We are excited to partner with the team as they enter their next phase of growth.”
Building a Trusted Consumer Healthcare Brand
Founded in 2017, Pee Safe pioneered the toilet hygiene category in India and has since expanded across feminine and intimate hygiene, personal care, grooming, and wellness. The brand today serves consumers across 23 international markets, with an omnichannel presence spanning:
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50,000+ offline retail touchpoints
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100+ cities
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Leading quick commerce and e-commerce platforms
With OrbiMed’s backing, Pee Safe is now positioned to scale access globally and strengthen its position as one of India’s most trusted consumer healthcare brands.
By: Arushi Agarwal
