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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.
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Aman Gupta’s OFF/BEAT secures Rs 100 crore seed funding round
Bessemer backs new venture betting on AI and India’s digital shift
MUMBAI: Aman Gupta has raised Rs 100 crore in seed funding for his new venture OFF/BEAT, with Bessemer Venture Partners leading the round as it bets on a new wave of AI-led, consumer-first businesses in India.
The funding marks an early but significant push for OFF/BEAT, which is positioned to tap into a rapidly evolving market shaped by a digitally native generation and advances in artificial intelligence. The venture aims to build at the intersection of culture and technology, where brand identity and innovation increasingly go hand in hand.
Gupta, best known for co-founding boAt and scaling it into a Rs 3,000 crore-plus business, is now looking to apply those learnings to a new playbook. His focus this time is not just on building a consumer brand, but on leveraging AI and global networks to accelerate growth.
OFF/BEAT founder Aman Gupta said, “Having built from scratch before, I know what capital can do and what it cannot. This time, I was looking for partners with a global perspective who can help me leverage technology and AI, because that is where the future lies. Bessemer’s track record with companies like Anthropic, Shopify, Canva and LinkedIn says it all.”
The choice of investor reflects that ambition. Bessemer Venture Partners has backed global technology players such as Anthropic, Shopify, Canva and LinkedIn, bringing not just capital but strategic support and global reach.
Bessemer Venture Partners partner Anant Vidur Puri said, “We back founders who see around corners. Aman saw how a new India would come to think about aspiration, identity and quality, and built boAt as proof. He is now applying that same instinct to a market being reshaped by AI and by a generation with entirely new expectations.”
The investment comes at a time when India’s startup ecosystem is being reshaped by both consumer behaviour and technological disruption. Founders are increasingly expected to understand not just products, but the cultural shifts that drive adoption.
For OFF/BEAT, the journey is just beginning, but the signal is clear. In a market where attention is fleeting and expectations are rising, building something truly distinctive may be the only way to stay on beat.
