Brands
Pee Safe signs Smriti Mandhana as ambassador for comfort-led hygiene push
Cricketer to front Comfort Range as brand drives open dialogue on periods
MUMBAI: Pee Safe has roped in Smriti Mandhana, vice-captain of the Indian women’s cricket team, as its new brand ambassador, marking a fresh push to position comfort at the centre of feminine hygiene.
The partnership, announced as the brand marks its ninth foundation year, will see Mandhana front Pee Safe’s Comfort Range, which includes products such as period panties, panty liners, ultra-thin pads, night pads and toilet seat sanitisers. The move aims to deepen the brand’s connect with consumers while normalising conversations around menstrual health.
By bringing in a high-profile sportsperson known for her calm and confident demeanour, the brand is betting on relatability and influence to challenge lingering taboos. The collaboration is rooted in a shared intent to make comfort a non-negotiable aspect of hygiene, rather than an afterthought.
Speaking on the association, Pee Safe founder Vikas Bagaria said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence and willingness to break social barriers are a powerful voice for change.”
Sharing her perspective, Smriti Mandhana added, “I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
The brand also plans to use the association to strengthen its reach among urban consumers while expanding its footprint across markets. With rising awareness and evolving attitudes, the category is seeing a shift towards products that blend functionality with ease and confidence.
By aligning with Mandhana, Pee Safe is not just endorsing products but pushing a broader message. In a space often clouded by hesitation, the brand is placing comfort and conversation front and centre, aiming to make both feel entirely natural.
