Toilet hygiene global brand PeeSafe, run by Redcliffe Hygiene Pvt Ltd raise $1M from Mumbai based Venture Catalysts, Detroit-Rome-Zurich-Mumbai based Alfa Capital, Green Shots Capital, and Real Time Ventures. Angel investor who participated in the round includes Harshita Mehta Jain, VP at Redcliffe Capital; Abhijeet Pai, Amit Choudhary, Partner, Motilal Oswal Private Equity and Govind Rajan Parthasarthy former CEO of FreeCharge and ex-Unilever and many other investors. FMCG distribution companies like Quadrant also participated in the round driving retail distribution across 1 lakh stores.
This investment validates disruption in FMCG typically led by incumbents mostly where hygiene and wellness is new wave of product portfolio with new models of distribution. PeeSafe got interest from global retailer and distributors and already building manufacturing alliances in Europe and SE Asia.
Founded by the husband-wife duo of Srijana and Vikas Bagaria, PeeSafe is now a global brand in toilet seat hygiene with additional products like GymSafe and PalmSafe launched recently for India and international markets like Australia, Nigeria, Kenya, and Singapore. Its flagship product, PeeSafe, is a clinical approved isopropyl alcohol-based toilet seat sanitizer in the form of a quick-drying aerosol. It has sold 200K pieces since start and sold at retail stores.
“Redcliffe Hygiene is targeting the relatively untapped hygiene sector with a strong and disruptive concept, backed by an experienced team with cross-domain expertise. The current market traction is exceptional especially from multiple geographies provides a valid proof of its business model," said Dr. Apoorv Sharma, President, Venture Catalysts.
Mr. Lalit Verma, Partner, Alfa Capital quoting on ALFA Capital’s first Investment in India said, "Multinational entrepreneurs at ALFA Capital have significant experience and knowledge in international markets to take PeeSafe globally to European, North American, Southern American, SE Asian markets. The team at ALFA Capital includes investors and entrepreneurs, Dr. Fabrizio Pesce, MD of Vigel spa (Italy); Mr. Alessandro Rivetti, former CEO of Bakeca.it (Switzerland); Mrs. Meenu Sujan Director, HashTag Entertainment (India & the US)."
“We started PeeSafe - A toilet seat sanitizer spray, with the idea of saving over 150 million women globally from Urinary Tract Infection (UTI) and other diseases caused by unhygienic public washrooms; with the funding, we will be able to further our cause and achieve our objective of scaling PeeSafe into a global brand and reaching out to 10% of our target market through 1,00,000 stores by the end of this calendar year in India alone. We have some amazing people backing us who will also help in bringing strategic tie ups across the world and to grow this business into a 1000-crore company in 3-4 years,” Says Vikas Bagaria & Dheeraj Jain, founder and co-founders of PeeSafe.
“Prevention is always better than cure, a motto which exemplifies what Redcliffe Hygiene has been doing with its range of high-quality hygiene products. We are confident that it will gain much success in the future and are proud to be a part of its growth story as strategic investors,” added Govind Rajan Parthasarthy.