In the world of hygiene and inclusivity, Pee Safe, under the dynamic leadership of Vikas Bagaria, is a true pioneer. Established in 2017, Pee Safe has grown into a revolutionary brand. It is tackling essential issues like feminine hygiene and intimate wellness. What started as a solution to a personal health challenge faced by Vikas’ wife has now turned into a movement. The brand makes hygiene accessible and is breaking taboos. With a footprint across 100 Indian cities and 19 countries globally, Pee Safe is setting new benchmarks for health and inclusivity.
Pee Safe: Achieving the unthinkable under the leadership of Mr Vikas Bagaria
Pee Safe’s journey has not been just about offering hygiene products. It is about advocating change, especially in conversations around menstruation and women’s health. By taking these issues head-on, Pee Safe has transformed the lives of countless women. The brand is ensuring that hygiene is no longer a privilege but a basic right.
In this exclusive interview, Vikas Bagaria, the founder and CEO of Pee Safe, offers an in-depth look into his journey, the brand’s mission, and its lasting social impact.
Interview with Mr Vikas Bagaria, CEO & Co-founder of Pee Safe
We recently spoke with Vikas Bagaria, the visionary behind Pee Safe. In our conversation, Vikas delves into the brand’s inspiration, the social impact of its initiatives, and how Pee Safe continues to promote inclusivity and gender equality in the hygiene sector.
Q: Can you share the story behind Pee Safe? What inspired you to start this brand?
A: Pee Safe was envisioned after Srijana, my wife and Pee Safe’s Co-Founder, developed a UTI while on a road trip. We realised that even clean-looking toilets can pose risks of toilet-borne infections. While there were products that made toilets safe, there weren’t many options available to ensure the seat was sanitised, the part of the toilet that actually was in direct contact with the skin.
Upon researching, we realised that many women also resist the urge to pee while travelling, commuting and when outdoors so that they don’t use an unclean toilet. Holding pee significantly increases the risk of UTIs, and we wanted to do something about it. After thorough R&D, Pee Safe Toilet Seat Sanitiser was born in 2013 and officially launched under Redcliffe Hygiene Private Limited in 2017.
Q: How do you define success for Pee Safe in terms of social impact, particularly regarding inclusivity and gender equality?
A: Ever since our inception, we have focused on advocating and not just selling. Our industry deals with highly stigmatised topics—toilet hygiene, periods, cramps, etc. Our society isn’t extremely comfortable with talking about these topics openly, so when we started, we knew what we were getting ourselves into. We knew we needed to work at the intersection of gender equality, health, and hygiene not just to sell our products but also to make people aware of their importance in the first place.
Through our initiative #HaqSePeriod, we have worked with organisations such as SBI, NWWA, and several NGOs as well as MNCs to reach even the most remote and vulnerable populations and educate them about period care. They also provide them with the products. 2,00,000+ Women have been impacted through #HaqSePeriod in 90+ Districts, and 2 Million+ Pads and Cups have been distributed through these initiatives.
Our workspaces also have a very healthy ratio of people from all backgrounds, making it a highly inclusive place ripe for learning from each other.
Vikas Bagaria from Pee Safe on inclusivity and diversity
Q: Pee Safe focuses on hygiene and safety products. How do you ensure that your product line is inclusive and meets the needs of diverse groups, including LGBTQIA+ individuals?
A: We are building for all, irrespective of gender identities. Our colour scheme is not the stereotypical pastels for “menstrual hygiene” products—it’s black, green, and white, distinguishing us from other brands. We use gender-neutral language, using the terms “Menstruators” or “People who menstruate” instead of women or females to highlight that it is not only women who menstruate. Our packaging also uses inclusive language, without gendering products or targeting them towards a specific gender only.
Q: Can you discuss any specific initiatives Pee Safe has undertaken to promote gender equality and inclusivity within your company and in the broader community?
A: We know that 71 % of girls have no knowledge about menstrual health until after their first period. An estimated 70% of all reproductive diseases are due to poor menstrual hygiene. 23 Million Girls drop out of school at the onset of their periods. Women often use dirty rags as replacements for sanitary pads. Our initiative, Haq Se Period, works with several NGOs to not just provide products for distribution but also to organise menstrual health management sessions where young people are educated about periods, how to manage periods effectively and how to have open conversations without Stigma.
Q: How do you incorporate feedback from women and LGBTQIA+ individuals into your product development and company policies?
A: Our product innovation is driven by feedback. We source feedback from multiple touchpoints and share it with the R&D for constant product innovation and improvement.
Expansion, engagement and plans for Pee Safe
Q: Pee Safe has expanded into sexual wellness products for women. Can you discuss the motivation behind this expansion and the impact you hope these products will have on women’s health and empowerment?
A: Pee Safe has a large customer base of women. We noticed that while several products were available in the market for men’s sexual health and wellness, women’s products were scarce, and people hardly knew about them. We wanted to change the narrative and encourage women to take charge of their sexual health and well-being.
With our brand expansion into Domina, we were able to provide women with the choice to take charge of their safety, sexual health, and well-being. The products have received great feedback from users and professionals, including doctors and wellness educators. We have conducted several seminars, and the benefits of the products add to women’s overall well-being. They are more confident, have high self-esteem, and feel empowered.
Q: How does Pee Safe engage with its customers and build a community around its products and mission?
A: We have a proactive social media team that is big on social listening, replying to DMs and messages, and viewing online interactions. Our customer service executives also create a healthy and safe space for people to discuss our products before and after the purchase.
Q: How do you ensure the sustainability of Pee Safe’s social initiatives while maintaining commercial success?
A: We partner with NGOs and MNCs that need a good product partner for their CSR and initiatives. Since these campaigns are conducted on a massive scale, providing products at a subsidised price helps the campaign while being commercially viable for us as a brand.
Q: What are some upcoming projects or initiatives at Pee Safe that you are excited about, particularly those related to social justice and inclusivity?
A: We are expanding our outreach and exploring new areas of collaboration and teamwork. While we have collaborated with several prestigious organisations, including the SBI and the Indian Navy and Navy Welfare and Wellness Association (NWWA), we have realised that we can contribute to the cause of women’s health and hygiene, reproductive health, and menstrual health immensely. We are exploring newer opportunities for this.
Q: How do you envision Pee Safe contributing to societal changes in attitudes and behaviours towards hygiene, inclusivity, and gender equality in the long term?
A: Our community-building initiatives help people talk about these topics openly and in a non-judgmental way. When we started, few brands spoke about these topics openly. We are proud to be one of the first, and we will continue to speak about these topics. Our community, consumer base, and collaborations are growing, and with that, we hope to impact and reach more people and bring about change.
Q: If you could achieve one major milestone with Pee Safe in the next year, what would it be, especially in the context of social impact?
A: As a brand, reaching young people in remote parts of the country and helping them shift their mindset will really be a significant milestone for our brand. While we can reach urban areas, tier 1, 2 and 3 due to widespread social media usage, reaching even the most remote villages and meeting the menstruators where they are is very important. It will require a nuanced understanding of regional diversities, cultures, and habits. We have a lot of learning to do and are definitely trying to make an impact where it matters.
Personal Insights from Mr Vikas Bagaria, CEO & Co-founder of Pee Safe
Mr Vikas Bagaria is a seasoned businessman with over 25 years of experience setting up and successfully growing businesses. As the Founder and CEO of Pee Safe, he has focused on product development, regulatory compliance, building strategic alliances, and driving sales. Prior to Pee Safe, Mr Bagaria founded three ventures: SafetyKart, VR Forklift, and SRV Controls. His commitment to social justice, inclusivity, and gender equality has been a driving force behind Pee Safe’s success and impact.
Q: What personal experiences have shaped your commitment to social justice, inclusivity, and gender equality?
A: I am highly sensitive to the needs of women around me. Seeing the experience of my wife with UTIs and women in my circle with periods has really sensitised me. My sister, Suman Nathwani, is one of the first few lingerie designers in our country. We have been privileged to have a progressive community, and women around me have been generous with sharing their experiences. My interactions with people from different backgrounds all these years have really broadened my perspective towards the diverse needs of people and the social responsibility we all have towards building a more inclusive and equitable society.
Q: As a founder, what has been the most rewarding aspect of running Pee Safe, particularly in terms of making a social impact?
A: It is a privilege to go to work and do what you love every day. I believed in Pee Safe’s success long before it was well known. Seeing how our products are improving lives every day is extremely fulfilling.
Q: What advice would you give to other entrepreneurs who are passionate about social justice and want to create a similar impact through their businesses?
A: Be open to learning and listen to people who are working in the field. Our understanding and vantage points are different, and it’s essential to understand the intricacies of social justice from people in the field. Learn from your mistakes, and do not be afraid of admitting when you know little about something. We all start somewhere, and while it is intimidating, if you have authenticity in your heart, good work will follow.
Summing up
Our conversation with Mr Vikas Bagaria highlights the profound impact that Pee Safe has had on hygiene and inclusivity. By continuously innovating and advocating for marginalised communities, Pee Safe exemplifies how businesses can drive social change. As Pee Safe expands its reach and impact, it remains committed to its mission of creating a more inclusive and equitable world.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we define broadly to include media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
