Brands
Pee Safe-National Games 2025 ink partnership to prioritise women’s health
MUMBAI: For the first time in India’s sporting history, menstrual hygiene will take centre stage at a national event, and who better to lead the charge than Pee Safe, the country’s trailblazing hygiene brand? By becoming the ‘Health & Wellbeing Partner’ for the 38 National Games 2025, Pee Safe has turned the spotlight on sustainability and women’s health, bringing together innovation, empowerment, and eco-consciousness in one bold step.
Set to unfold from 28 January to 14 February 2025, this year’s national games in Uttarakhand will host over 10,000 participants, including 4,500+ women athletes, across 30+ sports categories and 45 events. True to its moniker, “Green Games”, the event will feature eco-friendly medals crafted from e-waste, biodegradable utilities, and recyclable resources. Pee Safe’s participation takes the sustainability agenda further by introducing biodegradable sanitary pads, tampons, and toilet seat sanitisers to every female athlete’s kit.
In addition to providing these essential products, Pee Safe will also host exclusive workshops on menstrual hygiene. By addressing taboos and educating athletes, the initiative aims to foster a supportive environment where female athletes can focus on excelling—without the stress of managing their health needs.
National Games Secretariat special principal secretary – sports & CEO, IPS, Amit Sinha expressed enthusiasm for the partnership, “We are delighted to welcome Pee Safe as the Hygiene Partner for the National Games, Uttarakhand 2025. For the first time, menstrual hygiene takes centre stage as a key agenda in the Games. Pee Safe’s biodegradable products ensure our women athletes can compete without worry, while their focus on sustainability aligns with our eco-friendly mission. This partnership sets a new standard for inclusivity in sports.”
GTCC chairperson Sunaina Kumari echoed this sentiment, saying, “I am thrilled to see a much-needed focus on women’s health at the National Games. This initiative ensures women athletes are supported and sets a precedent for future events to prioritise inclusivity and well-being. It reflects a progressive approach to sports and is a step forward for gender equality.”
Commenting on the collaboration, Pee Safe founder Vikas Bagaria remarked, “At Pee Safe, we believe in empowering individuals with good health and confidence. Partnering with the National Games 2025 is a historic opportunity to spotlight women’s hygiene in sports. By providing biodegradable products and hosting educational sessions, we aim to ‘Make Red Green,’ fostering both inclusivity and sustainability.”
This initiative is more than a sponsorship; it’s a movement that aligns with Pee Safe’s mission to redefine how India approaches hygiene and health.
Together with groundbreaking steps like sustainable medals and menstrual hygiene awareness, the Games will set a global benchmark for progressive sports events.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
