How PEE Safe’s Founder Broke Taboos & Won Gen Z

How PEE Safe’s Founder Broke Taboos & Won Gen Z

In a world where conversations about menstruation and intimate hygiene were once shrouded in silence, Vikas Bagaria, the founder of PEE Safe, dared to challenge the status quo. Starting with a personal mission to address the staggering issue of urinary tract infections (UTIs) among women, Bagaria transformed a taboo topic into a global conversation, building a hygiene brand trusted by millions. In a candid podcast interview, he shares his entrepreneurial journey, the mindset that fueled his success, and how he connected with Gen Z to redefine feminine hygiene in India. This blog post dives into Bagaria’s inspiring story, offering actionable insights for entrepreneurs, marketers, and anyone passionate about breaking societal barriers.

The Birth of PEE Safe: A Mission Born from Crisis

Vikas Bagaria’s entrepreneurial journey with PEE Safe began in 2013, sparked by a personal experience that highlighted a critical gap in women’s hygiene. During a road trip to Dwarka, Gujarat, his wife, Srijana, suffered a severe UTI, a condition affecting 10 million women in India annually at the time. This alarming statistic, coupled with the lack of accessible hygiene solutions, inspired Bagaria to create PEE Safe, starting with a revolutionary product: the toilet seat sanitizer spray.

Unlike traditional startups, PEE Safe wasn’t just about innovation—it was about solving a real problem. Bagaria identified that 200 million women worldwide were reporting UTIs, yet the conversation around intimate hygiene remained stifled. Naming the brand “PEE Safe” was a deliberate choice—an “idiot-proof” name, as he called it, designed to be clear and memorable. Launched as India’s first company to introduce a toilet seat sanitizer, PEE Safe carved out a niche in a market that didn’t yet exist, setting the stage for its evolution into a household name.

This origin story underscores a key entrepreneurial lesson: opportunities often arise from personal challenges. By addressing a pressing health issue with a practical solution, Bagaria laid the foundation for a brand that would challenge societal norms and empower women.

Breaking Taboos Around Menstruation in India

India, with its 1.4 billion population, has long grappled with cultural taboos surrounding menstruation and intimate hygiene. Bagaria noted that growing up, discussions about periods were virtually nonexistent, even among close family and friends. This silence perpetuated myths, such as menstruation being a “disease” or requiring women to avoid temples and kitchens. PEE Safe’s mission was to dismantle these barriers by fostering open conversations.

To break his own conditioning, Bagaria took an unconventional step: he interned with a gynecologist for 15 days, observing patient interactions to understand women’s health challenges firsthand. This experience informed PEE Safe’s product development, ensuring offerings like menstrual cups, biodegradable sanitary pads, and natural intimate washes aligned with real needs.

The rise of social media, particularly Instagram, played a pivotal role in amplifying these conversations. Bagaria leveraged platforms to normalize discussions about menstruation, even featuring a sanitary pad soaked in blood on his LinkedIn profile for six months—a bold move that sparked dialogue. By positioning PEE Safe as a brand that “walks the talk,” Bagaria made menstruation a topic of empowerment, not shame.

Winning Over Gen Z: A Bold Marketing Strategy

PEE Safe’s success with Gen Z—a demographic known for its openness and inclusivity—stems from Bagaria’s ability to speak their language. Recognizing that older generations were less receptive to discussing periods, he pivoted to target younger audiences who embraced body positivity and gender equality. This strategic shift was a game-changer, as Gen Z became both PEE Safe’s core customers and its advocates.

Key marketing initiatives that resonated with Gen Z include:

• Body-Positive Campaigns: PEE Safe championed slogans like “Bleed Your Way” and “Own the Red,” encouraging menstruators to embrace their bodies without shame.
• Inclusive Messaging: Campaigns like “Men Buy Pads” featured emotional narratives, such as a father purchasing sanitary pads for his daughter, breaking gender stereotypes.
• Bold Visuals: PEE Safe was among the first brands to show blood on sanitary napkins in advertisements, a move driven by Gen Z employees who pushed for authenticity.
• Workplace Initiatives: In PEE Safe’s office, menstruating employees wore red dots to normalize periods, fostering a culture of openness.

However, not all efforts succeeded. Early newspaper campaigns and low-cost product lines targeting the bottom of the pyramid failed due to shifting consumer habits and economic barriers. These learnings prompted PEE Safe to focus on digital platforms and premium, eco-friendly products like biodegradable pads, which decompose in 30-40 days compared to conventional pads that take 300 years.

By aligning with Gen Z’s values—sustainability, inclusivity, and authenticity—PEE Safe built a loyal following, proving that targeted marketing can transform a niche brand into a cultural force.

The Entrepreneurial Mindset: Lessons from Vikas Bagaria

At 52, Bagaria brings a mature perspective to entrepreneurship, contrasting with the hustle culture often associated with younger founders. His journey, which began in the pre-internet era of the 1990s, highlights several timeless lessons:

1. Embrace Lifelong Learning: Bagaria credits his success to a relentless curiosity, a trait honed in an era of scarce information. He advises entrepreneurs to remain open to learning, even at the top of their game.
2. Finish What You Start: Reflecting on his aerospace and defense business, which took 18 months to secure its first sale, Bagaria emphasizes perseverance and setting realistic timelines.
3. Hire Smarter People: Bagaria surrounds himself with team members who excel in areas he doesn’t, such as his 27-year-old co-founder, Resh, who drives digital marketing and analytics.
4. Adapt to Change: Unlike his micromanaging days, Bagaria now empowers his team to make mistakes and learn, fostering a culture of growth and innovation.

Bagaria’s approach challenges the notion that entrepreneurship is reserved for the young. Starting PEE Safe in his 40s, he took calculated risks driven by purpose, not recklessness, proving that age is no barrier to innovation.

Navigating Challenges in the Feminine Hygiene Industry

The feminine hygiene industry in India faces unique challenges, from low penetration rates to entrenched cultural stigmas. When Bagaria entered the market in 2017, only 17% of Indian women used sanitary products, a figure that has since risen to 27-30% (or 42-43% per government estimates due to free distribution). Despite this progress, barriers remain:

• Cost Sensitivity: Biodegradable pads, priced at 25 rupees each, are considered expensive compared to conventional pads at 5-16 rupees, limiting adoption among cost-conscious consumers.
• Lack of Education: Many women still use unhygienic alternatives like old cloths, banana leaves, or sawdust, increasing risks of reproductive tract infections (RTIs) and fertility issues.
• Cultural Resistance: Schools, like one in Gurgaon, initially resisted menstruation education, fearing it would alienate boys or parents.

PEE Safe’s response has been to focus on non-pad categories (e.g., menstrual cups, period panties) and natural products, avoiding direct competition with FMCG giants. By targeting a niche market and advocating for education, PEE Safe has grown the non-pad category from 1% to 10% of the market since 2017.

The Role of Education and Awareness in Driving Change

Education is at the heart of PEE Safe’s mission. Bagaria emphasizes three key points for menstrual hygiene:

1. Normalize Menstruation: Menstruation is a natural, healthy process, not a disease. Dispelling myths, such as religious restrictions, is critical.
2. Promote Hygiene Practices: Changing pads every 4-6 hours, maintaining cleanliness, and eating a balanced diet can reduce menstrual discomfort.
3. Encourage Open Dialogue: Awareness campaigns in schools and communities, including boys, foster understanding and reduce stigma.

Bagaria’s efforts extend beyond products to advocacy. By partnering with schools and leveraging social media, PEE Safe educates young people about menstruation, ensuring future generations grow up without the shame that once defined the topic.

The Future of Feminine Hygiene and Entrepreneurship

Looking ahead, Bagaria is optimistic about the feminine hygiene industry, which he estimates at an 8,000-9,000 crore market in India. With only half of India’s women currently using menstrual products, the potential for growth is immense. He also sees AI transforming workplaces by streamlining tasks like content creation, though physical roles like manufacturing and logistics will remain human-driven.

For entrepreneurs, Bagaria’s advice is clear: focus on execution. Ideas are abundant, but success lies in solving problems with actionable solutions. He encourages risk-taking but stresses the importance of perseverance and learning from failures.

Bagaria’s personal goals reflect his holistic approach to life. At 52, he’s passionate about staying active through sports like pickleball, advocating for physical and mental well-being as essential for navigating modern stresses.