Hygiene and wellness brand Pee Safe appoints Arijit Sen as Vice President of Sales

Gurugram-based hygiene and wellness brand Pee Safe has announced the appointment of Arijit Sen as its new Vice President of Sales. 

“We are thrilled to have Arijit join the Pee Safe family. His extensive experience and proven track record in scaling businesses offline and driving category leadership make him the perfect fit for our team. We are confident that under his leadership, Pee Safe will continue to expand its retail footprint, innovate across different retail formats, and increase penetration across categories in key markets," said Rithish Kumar, co-founder of Pee Safe.

Who is Arijit Sen? 

Sen, an industry veteran with over two decades of experience, previously served as the General Manager at Healthkart, where he was instrumental in scaling distribution to 40,000 premium outlets across India.

He brings extensive expertise in sales, key accounts management, trade marketing, and overall business strategy to his new role at Pee Safe.

Sen’s professional journey includes significant achievements in the personal care and food and beverages sectors, with notable tenures at renowned consumer brands like Nivea, Pepsi, and Tang.

At Healthkart, he secured category leadership for brands like Muscle Blaze in major modern trade chains such as Reliance, Max, and Wellness Forever. His expertise in go-to-market strategy, distribution growth, and brand activation is expected to drive sustainable and profitable growth for Pee Safe.

“Pee Safe feels like a homecoming. I have always believed in the potential of innovative personal hygiene products. Interestingly, I had also attempted to launch a product similar to Toilet Seat Sanitizer Spray, but I didn’t succeed. Being on board with Pee Safe now feels like fulfilling that desire that didn’t pan out all those years ago. I see joining Pee Safe as an opportunity to leverage my professional experience and drive sustainable and profitable growth in this category," Sen said.

How is the intimate hygiene market evolving?

The intimate hygiene market in India is currently valued at Rs 8,000 crore and is expected to more than double to Rs 15,000 crore over the next five years, growing at a 16% CAGR.

The growth is driven by rising awareness among consumers in both urban and rural areas about personal care and intimate products. 

Pee Safe offers products such as menstrual cups, reusable period panties, and female condoms. Despite this growth, the market remains underpenetrated at less than 30%.

Enhancing visibility through various initiatives

Pee Safe aims to enhance its visibility through point-of-sale marketing, promoter activation, and direct customer engagement.

“We have so far served over 10 million women since our inception, and the aim is to serve an additional 10 million in the next couple of years through our strong network of retail stores across India. Our strategic focus will be on heightened visibility through point-of-sale marketing, promoter activation, and direct customer engagement,” Sen added.

Pee Safe aims to capture a significant share in India’s Rs 7,000 crore sanitary market with its innovative products like Ultra-Thin Sanitary Pads and Disposable Period Panties.

The company, known for toilet seat sanitizers, plans to launch more personal hygiene items. Last year, it introduced a portable bidet for travellers.