Brands
First cry no more as Pee Safe tackles first periods with zero fear
MUMBAI: What do an 8-year-old footballer, a referee, and a nutrition coach have in common? They’re all part of Pee Safe’s mission to make periods less panic, more power. Marking Menstrual Hygiene Day with both emotion and impact, Pee Safe launched its new campaign #ZeroPeriod, a heartfelt initiative to tackle the fear and silence surrounding first periods. The digital video commercial (DVC) at the centre of the campaign portrays the experience of a young footballer who starts her first period mid-game capturing confusion, stigma, and eventually, empowerment.
At the core of Zero Period is Pee Safe’s Disposable Period Panty, designed specifically for first-time menstruators. Think: leak-proof, ultra-absorbent, breathable underwear that feels like everyday wear, not an awkward afterthought. It’s a simple innovation aiming to give girls one less reason to leave the game whether it’s sport, school, or simply being themselves.
According to Pee Safe founder Vikas Bagaria said, “Zero Period is about making space for honest conversations around menstruation, especially the first one. For many young girls, that experience can be confusing and isolating. Our intent with this campaign is to challenge the idea that periods are a disruption or something to be hidden. We want girls to feel equipped, reassured, and uninterrupted in whatever they choose to do.”
According to Pee Safe co-founder Rithish Kumar said, “We notice young girls stepping away from activities they love because of the fear or stigma attached to menstruation. With Zero Period, we want to change that by fostering understanding and support, particularly in environments like schools and sports. Our goal is simple: to help make periods easier, not just physically, but emotionally and socially too.”
The campaign goes beyond storytelling, it includes real-life advocates such as Divya Kumari, a national-level kabaddi referee, and Dr Ankita Pathak, a former kho-kho player and nutrition coach for the National Games 2025. Together, they’re proof that periods shouldn’t bench ambition.
In collaboration with the SRF Foundation and Akhandjyoti Foundation, Pee Safe is taking this movement offline as well. The brand is conducting on-ground menstrual hygiene awareness sessions in underserved communities and across top schools like KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School.
These sessions designed to offer accurate information, emotional reassurance, and free access to hygiene products aim to give young girls the confidence to manage their periods with dignity, minus the fear.
With over 500 students already reached and more sessions underway, Pee Safe is scoring high on both empathy and impact. First periods may always come with nerves, but thanks to Zero Period, they may now come with fewer exits and more goals.
Brands
Reliance Retail FY26 revenue rises 11.8 Per Cent to Rs 3.7 lakh crore
Q4 revenue up 11.1 Per Cent, hyperlocal orders surge 4x, PAT steady
MUMBAI: Reliance Retail isn’t just ringing up sales, it’s ringing doorbells faster than ever. Reliance Retail Ventures Limited (RRVL) reported a steady FY26 performance, with growth powered by store expansion, a sharp surge in hyperlocal commerce, and consistent traction across grocery, fashion and jewellery. For the full year, revenue rose 11.8 per cent year-on-year to Rs 3,70,026 crore. In the January–March quarter, revenue from operations climbed 11.1 per cent to Rs 87,344 crore, up from Rs 78,622 crore a year earlier.
Operating performance remained stable, with Q4 EBITDA inching up 3.1 per cent YoY to Rs 6,921 crore from Rs 6,711 crore. However, quarterly profit after tax held steady at Rs 3,563 crore. For the full fiscal, PAT grew 11.7 per cent to Rs 13,842 crore.
Expansion remained a key lever. RRVL added 1,564 new stores during FY26, while simultaneously scaling its digital and hyperlocal commerce play. The latter emerged as a standout, with daily orders surging more than fourfold year-on-year in Q4, underlining a clear shift towards faster, localised fulfilment.
In grocery, large-format stores maintained momentum, aided by festive demand and the expansion of Smart Bazaar, which crossed 1,000 stores. Promotional campaigns such as ‘Full Paisa Vasool’ delivered record results, with sales rising 26 per cent YoY.
Digital commerce also picked up pace. JioMart added 5.8 million new users in Q4, nearly doubling its registered base year-on-year. Hyperlocal orders grew 29 per cent sequentially and over 300 per cent annually during the quarter.
Fashion and lifestyle saw steady traction. Ajio recorded a 23 per cent YoY rise in average bill value, while fast-fashion platform Shein crossed 11 million app installs, scaling rapidly with expanding product lines.
The jewellery business added further shine, with average bill value jumping 53 per cent YoY, largely driven by rising gold prices and sustained consumer demand.
Commenting on the shift, RRVL executive director Isha Ambani said hyperlocal commerce has become a structural growth driver, with orders rising more than fourfold over the year.
Looking ahead to FY27, the company is betting on technology to deepen engagement. The focus, Ambani noted, will be on AI-led merchandising, sharper pricing strategies and disciplined execution turning scale into sustained customer value.
In short, the carts are fuller, the clicks are quicker, and the next phase looks less about reach and more about precision.
