Brands
Hygiene brand Pee Safe partners with ‘Thappad’
MUMBAI: Pee Safe, India’s leading personal hygiene and wellness brand, has collaborated with the movie Thappad starring Taapsee Pannu. A video featuring Taapsee went live ahead of International Women’s Day 2020. It is trending as #BeSafewithPeeSafe on various social media platforms.
Thappad, to be released this Friday, 28 February, shows how in a marital relationship, one slap is enough to become the deal-breaker. Pee Safe believes that the same holds true for the health and hygiene of women. Diseases such as urinary tract infection (UTI) can cause long-term complications if they become a recurring phenomenon. So, steps must be taken to ensure that they don’t happen even once.
In the video, Taapsee speaks about how it is important to take precautions against both violence and health issues – and Pee Safe can become a trusted partner in empowering their well-being. The brand is a leader in the women’s personal hygiene segment and has directed its efforts towards preventing health issues amongst them since inception. Pee Safe has also partnered with the movie Toilet Ek Prem Katha earlier.
Speaking about this, Pee Safe founder Vikas Bagaria said: “We are happy to partner with the movie Thappad. The movie has some brilliant performances especially by Taapsee and encourages women to take charge of their own well-being and safety. Pee Safe is empowering women to do this through products such as the toilet seat sanitizer spray which can prevent UTI and other infections. On International Women’s Day, it is time for women to take a pledge and say yes to good health and personal hygiene.”
In the last 30 months, Pee Safe has disrupted the women’s hygiene products’ segment by introducing environment-friendly products. The brand started with the toilet seat sanitizer category that became a bestseller followed by other products addressing feminine and personal hygiene. Today, Pee Safe is a preferred choice amongst its customer base.
Pee Safe’s Toilet Seat Sanitizer Spray is a dermatologically tested product and kills microbes within ten seconds, apart from being very travel friendly. Pee Safe was commercially launched in 2013, and by October 2015, the brand had sold over 100,000 units. Since then, there has been no looking back. Pee Safe now has a range of products including eco-friendly sanitary pads, organic cotton tampons, menstrual cups, panty liners, breast pads, natural intimate washes, wipes and sweat pads for both men and women, and pollution safe anti-pollution dust masks.
Pee Safe recently raised Rs 30 crore in series funding led by Alkemi Growth Capital, a health and wellness-focused fund. The brand has also launched its products in the subcontinent region and plans to expand its reach globally in the next five years. Pee Safe products are currently available in modern trade, general stores, airports and organised stores across 40+ cities and online at www.peesafe.com and across leading e-commerce platforms such as Amazon, Nykaa, and Flipkart.
Brands
Aditya Birla Fashion & Retail reshuffles top deck; Nikhil Modha to take over as CFO
Phased transition sees Marco Agnolin head OWND!, Nikhil Modha lined up as CFO as company readies next growth leg
MUMBAI: Aditya Birla Fashion & Retail is redrawing its leadership map, lining up a new generation of executives across key roles as it prepares for its next phase of growth.
The company has named Suraj Bahirwani as chief executive (designate) of Pantaloons, effective April 1, 2026, with a full transition to the top role slated for October 1, 2026. He will also be designated as senior managerial personnel.
A two-decade veteran of the Aditya Birla Group, Bahirwani joined as a group management trainee in 2002 and has since held a string of leadership roles across retail and manufacturing. His resume spans stints at Aditya Birla Retail, a tenure as chief operating officer of Pantaloons, and most recently, head of global sales at the group’s cellulosic fibres business, where he drove international expansion and strengthened value-added portfolios.
Academically, he holds a PhD from the University of Mumbai, a postgraduate management diploma from SP Jain Institute of Management and Research, and is a chartered accountant. Over the years, he has picked up multiple chairman’s awards, including distinguished achiever, exceptional contributor and accomplished leader.
The transition at Pantaloons will be staged. Incumbent chief executive Sangeeta Tanwani will continue until September 30, 2026, steering the handover before moving into an advisory role to the managing director from October 1, 2026. She is set to retire on January 31, 2027, at which point she will step down as whole-time director and key managerial personnel.
Alongside, the company has brought in Marco Agnolin as chief executive of OWND! and senior managerial personnel, effective April 6, 2026. Agnolin arrives with over three decades of global experience, having held senior roles at Inditex, where he helped expand Zara in Italy, and later served as chief executive of Bershka and Diesel. His track record spans fast fashion, brand turnarounds and youth-focused retail.
On the finance side, Nikhil Modha has been appointed chief financial officer (designate) and senior managerial personnel from April 1, 2026. He will assume full charge as chief financial officer and key managerial personnel from January 1, 2027.
Current chief financial officer Jagdish Bajaj will oversee a phased transition until December 31, 2026, before retiring and stepping down from his roles.
The reshuffle signals a calibrated succession plan rather than a sudden overhaul, with the company staggering exits and appointments to ensure continuity even as it refreshes leadership across verticals.
As Aditya Birla Fashion & Retail juggles legacy brands and new-age formats, the message is clear: steady hands for the present, sharper ones for the future—and no pause in the push for scale.
