Pee Safe has raised $32 million in Series C funding led by global healthcare investor OrbiMed, marking one of the few late-stage capital infusions into an Indian consumer brand that is already profitable. Founded in 2017, the company has built a trusted hygiene and wellness portfolio with disciplined execution, deep retail penetration, and expanding global presence.
When most consumer startups in India are still chasing scale at the cost of margins, Pee Safe has taken a different route. On January 14, 2026, the women’s hygiene and wellness brand raised $32 million in Series C funding led by OrbiMed, a name more commonly associated with healthcare majors than fast growing consumer startups.
The round includes a mix of primary capital and secondary share purchases, allowing early investors partial exits while providing fresh growth capital to the company. At a time when investors are increasingly cautious about consumer brands with high burn and low visibility on profits, Pee Safe’s fundraise stands out for a simple reason. The business is already profitable.
Founded in 2017 by Vikas Bagaria and Rithish Kumar, Pee Safe has quietly built one of India’s most credible hygiene focused consumer companies, moving from a single niche product to a diversified wellness portfolio with strong unit economics.
Pee Safe’s origin story is rooted in a problem that was both common and largely ignored. Less than a decade ago, hygiene solutions for public restrooms were almost non-existent in India. Concerns around toilet seat cleanliness were widespread, yet no mainstream consumer brand was addressing the gap.
The company’s first product, a toilet seat sanitizer spray, was designed as a practical solution rather than a lifestyle accessory. It was discreet, affordable, and addressed a real anxiety, especially for women. At the time, the category itself barely existed.
What followed was a slow but steady expansion. Instead of chasing rapid category jumps, Pee Safe built adjacent products around feminine hygiene, intimate care, grooming, and personal wellness. Each launch followed a similar philosophy, solve a genuine hygiene concern, educate the consumer, and price the product for repeat usage.
This approach helped the brand avoid the trap of becoming a one product company, while also ensuring that growth was anchored in everyday utility rather than novelty.
By 2025, Pee Safe had crossed an annualised net revenue run rate of over ₹150 crore. More importantly, the business achieved profitability, a milestone that has become increasingly rare among Indian consumer startups operating at scale.
The company today operates across more than 50,000 retail outlets in over 100 Indian cities. Offline distribution remains a core pillar, particularly for hygiene products where trust and visibility play a critical role in purchase decisions.
Alongside domestic growth, Pee Safe has expanded exports to 23 international markets, signalling early success in taking an India-origin hygiene brand global. This expansion has been measured rather than aggressive, focusing on markets with similar consumer behaviour and regulatory compatibility.
To date, Pee Safe has raised a total of $45.1 million across funding rounds, with backing from Natco Pharma, Rainmatter, and investor Ashish Kacholia.
OrbiMed’s leadership of the Series C round is a notable signal. The firm is a global healthcare specialist with a portfolio spanning pharmaceuticals, medical devices, and healthcare services. Its entry suggests that Pee Safe is increasingly being viewed not just as a consumer brand, but as a consumer healthcare company.
As part of the investment, Dr. Sunny Sharma and Sumona Chakraborty from OrbiMed will join Pee Safe’s board. Their involvement brings healthcare domain expertise that could be critical as the brand deepens its wellness and preventive care offerings.
This board reinforcement also reflects a shift in Pee Safe’s long term positioning. The company is moving beyond hygiene awareness into a broader health and wellness narrative, one that requires regulatory understanding, clinical credibility, and global compliance.
The fresh capital will be used across three clear growth levers. First, Pee Safe plans to deepen its offline retail presence, particularly in Tier II and Tier III cities where hygiene awareness is rising but branded solutions remain underpenetrated.
Second, the company will invest further in brand led marketing. Unlike impulse driven FMCG categories, hygiene and intimate care require trust building and education. Pee Safe has historically leaned on content and community driven engagement, a strategy it plans to scale further.
Third, the brand will accelerate its presence across quick commerce platforms and large marketplaces. As consumer behaviour shifts toward convenience led purchasing, especially for personal care essentials, quick commerce has become a key growth channel.
Notably, the company is not chasing aggressive international expansion or unrelated category diversification. The focus remains on strengthening core categories with profitable growth.
Pee Safe’s journey highlights a broader shift in investor sentiment. Capital is increasingly flowing toward companies that combine scale with discipline. In a market crowded with discount driven brands, Pee Safe has differentiated itself through consistency, category focus, and margin control.
Its success also underscores the opportunity within women’s hygiene and wellness, a segment that was long underserved in India. As awareness rises and taboos fade, brands that entered early with credibility are now benefiting from long term consumer trust.
While competition in personal care is intensifying, Pee Safe’s strength lies in its category depth rather than breadth. It has built expertise where many brands rely on marketing alone.
Pee Safe’s Series C round is not just another funding headline. It represents a validation of a business model that prioritises fundamentals over frenzy. In an ecosystem where profitability often arrives as an afterthought, Pee Safe has demonstrated that consumer brands can grow responsibly without sacrificing ambition.
The involvement of a global healthcare investor also signals the convergence of consumer brands and healthcare thinking. As hygiene and preventive wellness become central to everyday health, companies like Pee Safe are well positioned to lead that transition.
In many ways, Pee Safe’s story is a reminder that some of the strongest businesses are built quietly, with patience, product integrity, and a clear understanding of consumer needs.
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