The round includes a mix of primary capital and secondary share sales, allowing some early investors to partially exit while providing growth capital for the business. OrbiMed, a healthcare-focused private equity firm with roughly $20 billion under management, will take board seats at Pee Safe, with Dr Sunny Sharma and Sumona Chakraborty joining the company’s board.
Founded by Vikas Bagaria and Rithish Kumar, Pee Safe has built its brand around addressing hygiene gaps in public and shared restrooms—a category largely absent in India a decade ago. The startup has since expanded into feminine and intimate hygiene, personal care, grooming and wellness, positioning itself as a broader consumer healthcare brand rather than a single-product company.
Pee Safe has scaled to an annualised net revenue run rate of over Rs 150 crore, while remaining profitable, a rarity among Indian direct-to-consumer (D2C) brands that have often prioritised growth over margins during the last funding cycle.
The startup will deploy the fresh capital primarily towards expanding offline retail distribution, strengthening brand-led marketing, and accelerating growth across quick commerce platforms and major ecommerce marketplaces, the company said.
It currently claims to have an omnichannel presence across more than 50,000 offline retail touchpoints in over 100 cities, alongside distribution through leading online platforms and exports to 23 international markets.
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“Pee Safe was founded to address a deeply underserved women’s health category and challenge long-standing taboos,” Bagaria said, adding that the startup’s focus on disciplined execution had allowed it to scale profitably.
Kumar said the partnership with OrbiMed would help the company build a more robust omnichannel growth engine, particularly as consumer discovery increasingly shifts towards instant delivery platforms.
For OrbiMed, the investment reflects growing interest in consumer healthcare brands that sit at the intersection of wellness, preventive health, and everyday personal care. “Pee Safe has built a differentiated brand with strong consumer loyalty in large categories,” said Dr Sunny Sharma, Senior Managing Director at OrbiMed Asia, adding that the firm sees significant headroom for growth as hygiene and wellness adoption deepens across India.
The deal comes at a time when investors are increasingly selective about backing D2C companies, favouring businesses with clear category leadership, improving unit economics, and offline scale.
Pee Safe’s positioning as a category creator in toilet hygiene, coupled with its expansion into adjacent women-focused healthcare segments, appears to have helped it stand out in a crowded personal care market dominated by large FMCG players and well-funded startups.
Edited by Suman Singh
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