Be Safe, Pee Safe

In a candid interview with Indian Graffiti, Srijana Bagaria, tells us about her journey to create India's leading hygiene firm.

Some things are not supposed to happen to the wealthy, like contracting UTI after staying at the finest hotels and eating at the best places. Yet, it happened to Srijana Bagaria, while travelling to Gujarat. She with her husband, Vikas Bagaria, had to rush back to Delhi where she was informed by her doctor that she had contracted UTI.

It happened because of an invisible bacterium on a toilet seat that looked clean but not sanitized. Moreover, if a woman with her profile can get affected, what happens to others who use public toilets or have no access to a hygienic mode for addressing nature’s call?

“After studying, we realised, this problem is huge. More than 90% of women in India suffer from UTI and other washroom borne diseases every year. Hence, the idea of Pee Safe came up,” says Bagaria, Co-founder of Pee Safe, India’s leading personal hygiene brand.

Today, Pee Safe is available at 12 online stores and 2500+ offline stores in 16 Indian cities, while the company have had Pee Room conversations, where women candidly speak about their experience on female hygiene.

In an interview with Indian Graffiti, Srijana Bagaria tells us about Pee Safe’s journey and how good hygiene empowers women.

What has been the response to Pee Safe?
Making the product available at the right time to the audience along with creating awareness through offline and online campaigns resulted in great response overall. The release of Bollywood movies like ‘Toilet Ek Prem Katha’ in August 2017 and ‘Padman’ in February 2018 has helped us positively leaving many to think about their hygiene and necessity of such products to keep them safe and healthy. We have been able to sell 7.5 lakh units of Pee Safe toilet seat sanitizer spray bottles since inception.

Tell us your experience in building a daily hygiene brand?
There are a lot of opportunities in the market in hygiene and wellness industry, both in India and abroad. The ‘subject’ has been well accepted among consumers in India. I am happy to share that people have started paying attention to their personal hygiene.

What are the hurdles you face in explaining female hygiene?
In the past 5 years, both government and private players in this industry have been highly vocal about ‘female hygiene’ both offline and online. The major hurdle initially for Pee Safe was “creating awareness” among people. Being a personal hygiene brand, we focus on providing products related to daily hygiene among both men and women but not just products for women to be used during their menstruation cycle. To capture the market in the hygiene sector, we have been doing a lot of campaigns both offline and online to promote our brand and have seen positive results in terms of consumer acceptance.

Do you find a link with female hygiene and female empowerment?
Women play an integral role in society and take on multiple roles. We all have been speaking about ways to empower women, but I believe any great change in you is initiated by yourself. To keep ourselves healthy and safe, we need to follow the right habits to make that possible. I also believe, if a woman follows daily hygiene, she is less likely to get ill and is automatically empowered.

With already five products in the Pee Safe product category, are there new products you would be introducing?
We will be venturing into new disruptive categories and introducing approximately six new products in the next quarter.

Where else would Pee Safe be expanding?
We plan to expand our distribution channels both offline and online pan-India, focusing on tier 2 cities.

Is there a message you would like to pass to our readers?
Being an entrepreneur myself, my message to the young generation is that, it is important to be honest to yourself, be a leader who is behind the team to help them grow. I also believe that taking care of personal hygiene makes you stronger and keeps diseases at bay. So, it is important to follow healthy lifestyle habits to stay safe.