New Delhi,20th November 2023: Pee Safe, India’s largest and fastest-growing personal hygiene and wellness brand, has launched “Hygeine Ki Aadat” an awareness campaign for the World Toilet Day, aiming to inculcate the importance of safe hygiene.

World Toilet Day is celebrated on 19th November each year to inspire and raise awareness to tackle global sanitation crises. The World Health Organization established this day in 2001, and the theme for this year is – Accelerating Change.

The Pee Safe campaign contrasts with other advertising, which mainly revolves around scaring consumers about the dangers lurking beneath their bottoms and is instead about spreading awareness of better hygiene practices and preventing the risk of infections such as UTIs and E. coli.

With the campaign, Pee Safe wants to make people aware of products such as toilet seat sanitizer sprays, toilet seat covers, and stand-and-pee devices, which allow you to pee in public toilets with ease. Holding pee can increase the risk of UTIs, and using unhygienic toilets can increase the risk of toilet-borne infections. As per a report by IndiaSpend, about 50% of women contract UTI in their lifetime, and it is majorly due to unclean toilet seats and unhealthy practices.

The campaign with the tagline “Hygiene ki Aadat” talks about accelerating changes, and one can form safe and hygienic toilet habits in just 21 days. The campaign also highlights that the change needs to start by teaching safe and healthy toilet practices among kids right in their formative years.

Speaking about the campaign, Vikas Bagaria, Founder and CEO of Pee Safe, said, “Toilet hygiene in India has come a few steps forward, but we still have a long way to go. The Swachh India Mission has had a huge role in increasing awareness, creating infrastructure, and educating people about the importance of hygiene and sanitation and its impact on health and livelihoods.”

Initially launched in 2013 with just one product, a toilet seat sanitizer by Vikas Bagaria and Srijana Bagaria (husband-wife duo) out of a personal incident, Pee Safe has evolved into a comprehensive personal hygiene and fast-moving consumer goods (FMCG) brand.

In the past six years, the company has diversified its product range to encompass various personal hygiene categories, addressing the needs of girls from puberty to menopause. This expansion includes providing intimate hygiene products such as reusable pads, tampons, menstrual cups, and more. Pee Safe has gained recognition as one of the frontrunners in personal wellness.

Redcliffe Hygiene Private Limited owns Pee Safe. It is backed by Natco Pharma Limited, a leading pharmaceutical company, Rainmatter Health, Nithin Kamath, and Nikhil Kamath, founders of Zerodha and Alkemi Growth Capital.