Pee Safe reports Rs 82 Cr revenue in FY25, nears breakeven

Pee Safe, a personal hygiene and wellness brand, improved its financial performance in FY25 as the company continued to scale while tightening its cost structure. The Gurugram-based firm reduced its losses by nearly 70% during the fiscal year ending March 2025.

Pee Safe’s revenue from operations grew 46% to Rs 82 crore in FY25 from Rs 56 crore in FY24, as per its financial statements filed with the Registrar of Companies (RoC).

Launched in 2013 by Vikas Bagaria and Srijana Bagaria, Pee Safe generates revenue primarily from sales of sanitary, personal hygiene, and intimate care products across online marketplaces, offline retail, and its direct-to-consumer channels. Revenue from these products was the sole source of revenue for the company.

Cost of materials remained the largest cost component for the company, forming around 31% of total expenditure. This cost rose 29% to Rs 27 crore in FY25. Advertising and promotional spending, the second largest cost head, increased 16% to Rs 26 crore. Employee benefit expenses went up 18% to Rs 13 crore, while commission and freight costs stood at Rs 5 crore each. 

Overall, Pee Safe’s total expense increased 24% to Rs 86.5 crore in FY25 from Rs 70 crore in FY24, for a more detailed expense breakup, refer to TheKredible.

With the company’s revenue growth outpacing expense growth, Pee Safe managed to curb its losses by 69% to Rs 4 crore in FY25 from Rs 13 crore in FY24. Its ROCE and EBITDA margin stood at -46.25% and -4.15% respectively.  

On a unit level, the company spent Rs 1.05 to earn a rupee of operating revenue in FY25, improving from Rs 1.25 in FY24. Pee Safe’s current assets stood at Rs 24 crore, while cash and bank balances were reported at Rs 2 crore during FY25. 

According to TheKredible, Pee Safe has raised $13.55 million in funding to date, with Alkemi Partners as its lead investor. Its founder & CEO, Vikas Bagaria, owns 11.20% of the company.

It has been good to see Pee Safe’s journey, as the firm has been unabashed about opening up a new segment and marketing it well. Women’s hygiene products has become a relatively boring category with a focus on sanitary pads, till Pee Safe shook it up, solving for a very real problem. While three out  of the four categories the firm has spread out to now , from Toilet Hygiene, to Menstrual Care to Intimate care make sense, one wishes the diversification into Grooming needs had been avoided as it just seems to add to the SKU’s and potentially become a distraction.  The branding approach also seems to have gone off ramp from the simple and direct Pee Safe to FURR and DOMINA, which frankly sound and look like products of a different mindset. Either way, the firm is not just close to breakeven, but close to key milestones like the Rs 100 crore mark, profitability and possibly much more, if it can stay focused and deliver on its core promise.