Brands
Pee Safe’s new campaign cleans up World Toilet Day
NEW DELHI: Talk about doing the dirty work. Pee Safe marked World Toilet Day with a nationwide hygiene push built around its catchy new mantra: Spray. Sit. Flush. Spray.
The brand launched an extensive on ground campaign to raise awareness about toilet hygiene and encourage consistent use of toilet seat sanitizers. While its digital film Clean Is Not Sanitized set the tone, the core of this year’s drive has been offline activations designed to reach people where the hygiene gap is real and visible.
At the heart of the initiative is a tongue twister turned hygiene habit. Spray. Sit. Flush. Spray. The four step reminder was displayed across posters, rule cards and installations at partner locations, making the message hard to forget and easy to follow.
Corporate offices formed a major outreach point, with Pee Safe distributing toilet seat sanitizers and holding awareness sessions that highlighted the difference between toilets that look clean and toilets that are actually sanitised. Employees were encouraged to sanitise seats before and after every use, especially in shared washrooms.
Founder Vikas Bagaria said World Toilet Day served as a reminder that simple hygiene practices still require consistent reinforcement. He added that the brand’s mantra aims to make toilet hygiene practical and habit forming for every individual.
The campaign also hit petrol pumps and highway rest stops to support women travellers. Free toilet seat sanitizers were distributed to women drivers, offering peace of mind in unpredictable restroom conditions on long journeys.
One of the stand out moments came at a large pickleball event, where Pee Safe installed a UV lit toilet display showing the invisible germs that linger on public restroom surfaces. Attendees learned about the “toilet sneeze”, the spray of germs that can land on surrounding areas with every flush. Demonstrations stressed that hygiene goes beyond the seat, covering door handles, faucets, flush buttons and other high touch points. Visitors also received “Drink Freely” water bottles, underscoring that staying hydrated is easier when restrooms feel safer.
The drive extended to campuses including MDI and BITS Pilani, where students took part in interactive demos focused on proper toilet hygiene and the role of sanitizers in everyday use. The goal was to build long term hygiene habits among young adults before they step into shared workplaces and public spaces.
With its mix of education, engagement and practical tools, Pee Safe’s campaign aimed to turn everyday restroom visits into safer, cleaner and more mindful routines.
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.
