Urging India’s confident new-age women on World Menstrual Hygiene Day to make choices with organic hygiene disposal products,‘Pee Safe’- leading feminine hygiene brand and makers of world’s highest selling Toilet Seat Sanitizer Spray has launched100% organic cotton and biodegradable sanitary pads along with panty liners in the Indian market. In its effort to create major awareness around the product and to promote the usage of eco-friendly sanitary pads in the country, the company has also roped in leading TV actress, Anita Hassanandani as its brand ambassador. By foraying into the organic and bio-degradable sanitary products segment, the company aims to capture the promising sanitary products market which is expected to reach a value of US$ 992.8 Million by 2024 (source: IMARC Group).In its attempt to make period talks normal and natural, the brand has also taken a bold step by keeping the product communication and awareness campaigns real about periods showing menstrual blood as Red instead of the misleading blue colour.
Pee Safe currently owns more than 90% of the market in the toilet Seat Sanitizer Category. The brand has witnessed an unprecedented growth of 200% in FY18. Pee Safe has already raised $2 million from a group of investors and aims to become a 1000 crore brand within five years.
With this new range of 100% organic cotton, biodegradable sanitary pads packed in material made from the recycled paper along with recyclable disposable bags, Pee Safe aims to address the issue of menstrual waste at a large scale contributing towards a sustainable environment. In its endeavour to generate awareness around the usage of eco-friendly sanitary products and to introduce first-timers to the organic products, Pee Safe is also offering a quarterly period box. This subscription-based period box contains 100% organic cotton, biodegradable sanitary pads (30 pads), 100% organic cotton, biodegradable panty liners (15 panty liners) and one Feminine Cramp Relief Roll On.
Pee Safe’s 100% organic cotton, biodegradable sanitary pads and panty liners are a new addition to a well-rounded range of feminine hygiene products which includes Toilet Seat Sanitizer Spray, Ayurvedic Feminine Cramp Relief Roll on, Natural Intimate Wash and Wipes, Aloe Vera infused Panty Liners, Disposable Underarms Sweat Pads, Breast Pads for lactating women, Pollution Safe Anti-pollution Face Mist, Palm Safe Alcohol-free Hand Sanitizers andMoskito Safe, an all-Naturalrange of Mosquito Repellents.
Addressing the need for Indian women to make a green switch in menstrual hygiene, India’s leading TV actress Anita Hassanandani said,“I am extremely happy to collaborate with Pee Safe having used the products myself. It makes me contented to be a responsible citizen and ensure the products that I use, have no negative impact on our planet. By using these biodegradable sanitary pads,I want to set an example and urge other women to help safeguard the environment. We’re all heading towards a better world.”
Talking about the launch of the new product range, Vikas Bagaria, Founder, Pee Safe said, “The brand Pee Safe is a leading daily hygiene brand that is creating awareness about feminine hygiene and sanitation in India. From world’s highest selling Toilet Seat Sanitizer Spray to the Feminine Cramp Relief Roll On, Pee Safe intends to transform the way the world looks at feminine hygiene.I am confident that 100% organiccotton, biodegradable pads are going to be a huge step for the feminine hygiene movement in the country.”
“We are thrilled to appoint Anita Hassanandani as the ambassador of Pee Safe’sorganic range of feminine hygiene products in the country. Anita is the perfect fit for the brand as she represents confident, caring and responsible new-age women. We are confident that she will help us in making Pee Safe’s 100% organic cotton, biodegradable sanitary pads the next big stride for the feminine hygiene movement in the country,” Bagaria said.
Crafted for today’s responsible women and our green planet, these eco-friendly sanitary pads are made entirely of natural ingredients including a 100% organic cotton top sheet along with bamboo fibre for extra leakage protection. These organic pads are packed in materials made from recycle paper and comes with an attractive recyclable disposable bag. The organic cotton has grown through a natural process without the use of any chemicals or fertilisers. Other benefits of these sanitary pads include chemical free, parabens free, leak proof, anti-bacterial, rash free, chlorine free and FSC certified bamboo core. The product will be available on their website: www.peesafe.com and will soon be available at other online retailers includingAmazon, Nykaa, etc.
As per various estimates, the existing non-bio degradable sanitary pads with plastic components take 500-800 years to decompose. With the rising burden of menstrual product waste on environment, now is the right time for Pee Safe to disrupt the period solutions market and provide a more sustainable and environment-friendly option for new age women.