Pee Safe Appoints Industry Veteran as Vice President of Sales

Gurugram-based hygiene and wellness pioneer, Pee Safe, has made a strategic move by appointing Arijit Sen as its new Vice President of Sales. This seasoned industry professional is set to spearhead the company’s sales strategy and drive market expansion.

Rithish Kumar, co-founder of Pee Safe, expressed enthusiasm about Sen’s appointment, highlighting his impressive track record in scaling businesses and establishing market dominance. Kumar is confident that Sen’s expertise will propel Pee Safe to new heights, expanding its retail presence, introducing innovative products, and capturing a larger market share.

A Seasoned Industry Leader

Arijit Sen brings a wealth of experience to Pee Safe, having spent over two decades in the industry. His previous role as General Manager at Healthkart saw him successfully expand distribution to an impressive 40,000 premium outlets across India. Sen’s proficiency in sales, key account management, trade marketing, and overall business strategy make him a valuable asset to the Pee Safe team.

With a distinguished career spanning the personal care and food and beverage sectors, Sen has worked with renowned brands such as Nivea, Pepsi, and Tang. His accomplishments include securing category leadership for brands like Muscle Blaze in major retail chains. Sen’s proven ability in crafting go-to-market strategies, expanding distribution networks, and activating brands is expected to drive sustainable growth and profitability for Pee Safe.

A Personal Journey and Professional Opportunity

Sen expressed his excitement about joining Pee Safe, describing it as a “homecoming.” He shared his long-standing belief in the potential of innovative personal hygiene products, revealing a previous unsuccessful attempt to launch a product similar to Pee Safe’s signature Toilet Seat Sanitizer Spray. Joining Pee Safe presents an opportunity for Sen to fulfill his aspirations and leverage his experience to propel the company forward.

A Booming Market

The intimate hygiene market in India is experiencing rapid growth, with its value projected to double from Rs 8,000 crore to Rs 15,000 crore over the next five years. This surge is fueled by increasing consumer awareness about personal care and intimate hygiene products across both urban and rural areas.

Pee Safe has positioned itself as a leader in this expanding market, offering a diverse range of products including menstrual cups, reusable period panties, and female condoms. Despite the market’s growth, there is still significant untapped potential, with penetration rates below 30%.

Expanding Reach and Market Share

To capitalize on this opportunity, Pee Safe is focused on enhancing its visibility through strategic marketing initiatives. Sen emphasized the importance of point-of-sale marketing, promoter activation, and direct customer engagement in achieving this goal.

With a customer base exceeding 10 million women, Pee Safe aims to double this number in the coming years by leveraging its extensive retail network. The company is determined to capture a substantial share of India’s Rs 7,000 crore sanitary market through innovative products like Ultra-Thin Sanitary Pads and Disposable Period Panties.

Building on its success with toilet seat sanitizers, Pee Safe plans to introduce additional personal hygiene products, further expanding its product portfolio. The company’s recent launch of a portable bidet for travelers demonstrates its commitment to innovation and meeting the evolving needs of consumers.