"Breaking the stigma around menstruation starts with open conversations and education—only then can we create a healthier, more informed society." – Vikas Bagaria

In India, the topics of hygiene and menstrual health continue to be surrounded by stigma and silence, particularly in rural and underserved communities. Despite increased awareness in urban areas, millions of women still face challenges in accessing basic hygiene products and accurate information. Cultural taboos, traditional beliefs, and limited resources create significant barriers to addressing issues like menstrual hygiene and personal cleanliness.

One of the most pressing concerns is the high prevalence of infections caused by inadequate menstrual hygiene. Nearly 60% of women in India suffer from infections due to improper practices and a lack of access to hygienic products. These issues are further exacerbated by the lack of education and open discussions about menstruation. Breaking the silence and normalizing conversations around these topics is crucial to improving the quality of life for women and ensuring their health is not compromised by preventable issues.

Efforts are being made to address these problems through awareness campaigns, community workshops, and initiatives that provide resources to underprivileged women. These initiatives aim not only to distribute sanitary products but also to educate women about the importance of hygiene during menstruation, helping to reduce infections and debunk myths.

Public and private sector collaboration has also been key to spreading awareness and encouraging the use of safe, eco-friendly hygiene products. By focusing on education and sustainability, hygiene-focused organizations are working to shift the narrative around menstrual health, reduce the stigma, and ensure that all women—regardless of location or socioeconomic status—have access to the hygiene resources they deserve.

Through ongoing campaigns, workshops, and advocacy, there is hope that the conversation around hygiene and menstrual health will continue to grow, fostering a healthier, more informed society.

In this meaningful conversation with Vikas Bagaria, the visionary founder of Pee Safe, he told Education Post’s Prabhav Anand about getting down into the pressing issues of hygiene and menstrual problems, and the societal stigmas surrounding them. Pee Safe, now a household name in the hygiene and wellness industry, was born out of a deeply personal experience when Vikas's wife, Srijana, developed a UTI during a road trip due to unhygienic public restrooms. This incident led to the creation of the brand’s flagship product, the Toilet Seat Sanitizer, which has since revolutionized personal hygiene in India.

In his words, the path forward for hygiene companies like Pee Safe is clear: continue educating the public, invest in innovation, and advocate for sustainable practices that not only address hygiene issues but also minimize environmental impact.

Q. Pee Safe has become a well-known brand in the hygiene and wellness sector. What inspired you to start this venture, and what were some of the initial challenges you faced while introducing the idea to the market?

The inspiration for Pee Safe came from a personal experience faced by our co-founder, Srijana Bagaria, when she developed a UTI while on a road trip due to the lack of hygiene in public restrooms. This prompted her, along with her husband Mr. Vikas Bagaria to develop the Toilet Seat Sanitizer. Determined to resolve the issue of inaccessibility of hygienic and safe toilets, Pee Safe was officially launched under Redcliffe Hygiene Private Limited in 2017.

Initial challenges included consumer skepticism about new hygiene products, particularly those that were not well-known in the market, as well as educating the public about the importance of personal hygiene. Additionally, since the problem we are solving requires the prerequisite knowledge of knowing about urinary tract infections, the dangers of germs on toilet seats etc, we had to focus on not just selling but also advocating and educating. We were category creators and while that provides an advantage, it is also something that requires extensive work.

Q. What are the biggest challenges that hygiene companies face when trying to raise awareness about the importance of personal hygiene in underserved or rural communities?

The biggest challenges include limited access to information and resources, cultural stigmas surrounding personal hygiene topics, and inadequate distribution channels. Additionally, overcoming traditional beliefs and ensuring the availability of products in these communities are significant hurdles.

Q. Given the challenges in menstrual hygiene awareness and access in government schools, how is Pee Safe collaborating with these institutions to improve education and provide resources for the female students, and what outcomes have you observed from these initiatives?

Pee Safe collaborates with institutions through educational programs and workshops through our partner NGOs that focus on menstrual hygiene and health education as education and resource partners. We provide resources like menstrual products and informational materials. Outcomes include increased awareness among female students, reduced stigma, and improved attendance during menstruation. Our initiative, HaqSePeriod has impacted 2,00,000+ underprivileged women through 400+ sessions in 90+ cities.

Q. You’ve highlighted the use of micro-influencers and Anita Hassanandani to expand Pee Safe’s reach. How do you measure the impact of these influencers on your brand’s visibility, especially in Tier II and Tier III markets? Also, how do you plan to balance marketing spend once Pee Safe becomes a household name?

We measure the impact through engagement metrics, conversion rates, and brand recall surveys. In Tier II and III markets, we analyze sales data and social media reach to assess effectiveness. Once Pee Safe becomes a household name, we plan to optimize our marketing budget by reallocating resources to high-performing channels and maintaining strong community engagement to sustain brand loyalty.

Q. You recently launched campaigns #OwnTheRed and #DoItTheNaturalWay to challenge menstrual health taboos and promote a more natural depiction of periods. How have these campaigns influenced public conversations around menstrual hygiene, and what impact do you expect them to have on reducing stigma and encouraging sustainable practices in menstrual hygiene?

These campaigns have sparked crucial conversations about menstrual health and normalized discussions around periods.

• Reduced Stigma: A greater acceptance of menstruation as a natural part of life, making conversations about menstrual health more mainstream.
• Informed Choices: Increased awareness about menstrual products, leading to a shift in consumer behavior.
• Empowered Communities: A stronger sense of community among women, who are more likely to support and advocate for each other's health and hygiene needs.

Q. With approximately 60% of women in India suffering from infections due to inadequate menstrual hygiene, how does Pee Safe plan to further educate and raise awareness about proper menstrual hygiene to address this issue?

Pee Safe plans to conduct workshops, collaborate with NGOs, and leverage social media to disseminate information on proper menstrual hygiene practices. We aim to engage influencers and community leaders to spread awareness and provide access to quality products. We have catered to 1 crore+ women through our products, and have a strong online community where these topics are discussed openly and non-judgmentally.

We have empowered 2,00,000+ underprivileged women by distributing over 19,00,000 pads and cups with HaqSePERIOD initiative.

Q. Despite holding a dominant market share in toilet seat sanitizer sprays, Pee Safe faces tough competition in the feminine hygiene product category from established players like P&G and J&J. What strategies are you implementing to capture a larger share of the feminine hygiene market?

To capture a larger market share, we are enhancing product innovation, expanding our distribution channels, and launching targeted marketing campaigns that resonate with consumers' needs. Additionally, we're focusing on education and awareness to create informed consumers who value hygiene.

Q. With increased awareness of hygiene due to the COVID-19 pandemic, what shifts have you observed in consumer behavior, and how has your organization adapted its product offerings to meet changing demands?

There has been a minor difference in the hygiene quotient pre and post-COVID. While people in urban India understand the importance of hygiene for overall well-being, the majority still require encouragement and awareness to develop a hygiene-conscious lifestyle. There is still some work that needs to be done to make hygiene an important part of everyone’s lifestyle. A mindset shift is essential if hygiene practices are to become habitual. Hygiene needs to be promoted in workplaces, public places, and homes. Regular campaigns and awareness programmes should be conducted to educate people about the importance of hygiene.

Q. With growing concerns about sustainability, how is the hygiene and wellness industry incorporating eco-friendly practices in product development and packaging, and what plans are in place to minimize environmental impact?

The industry is increasingly focusing on recyclable packaging, and sustainable sourcing. Pee Safe is using recycled paper for packaging, no single use of plastics, we recycle more plastic than we use, and we use electric vehicles in our logistics.

Q. Looking ahead, what are the biggest challenges you foresee for Pee Safe and the hygiene industry, and how are you preparing to address those challenges while continuing to grow the brand?

Challenges include increasing competition, evolving consumer expectations, and regulatory changes. Pee Safe is preparing by investing in R&D for innovative products, enhancing customer engagement, and adapting our marketing strategies. We are committed to educating consumers, which will help us maintain a competitive edge in the market.