MAM
Pee Safe’s new campaign drives 1M sales of disposable period panties
Mumbai: Pee Safe has launched a 360-degree campaign for its disposable period panty, which has sold nearly one million units since April 2024, with a 45 per cent repeat purchase rate on its website. The campaign highlights the product’s 360-degree coverage, soft material, panty-like fit, and easy disposal.
Sales on quick commerce platforms are growing at 20-25 per cent month-on-month. The marketing includes billboards in key areas like Cuffe Parade, Kamala Mills, and Powai, targeting 40,000-50,000 professionals, and radio ads on Radio City and Fever FM, reaching 1.8 million and 2 million listeners, respectively.
Join Pee Safe in celebrating the campaign and share your experiences with #PadWaliPanty!
“At Pee Safe, we believe in empowering every individual to embrace their menstrual cycles with confidence and comfort. Through our 360-degree campaign, we aim to normalise period care and celebrate the diverse choices available to menstruators today. Our period panties provide freedom and peace of mind, while our diverse range of period care products provide menstruators a range of choices that prioritize their comfort and lifestyle,” said Pee Safe founder Vikas Bagaria.
Co-founded by Srijana Bagaria and Vikas Bagaria in 2013 and officially launched in 2017 under Redcliffe Hygiene Pvt Ltd, Pee Safe provides hygiene solutions for women. The brand’s products, including toilet seat sanitiser spray, feminine and men’s hygiene products, grooming, and sexual wellness items, are available in over 25,000 retail counters across 100-plus Indian cities. Pee Safe also exports to 23 countries and is present on major e-commerce platforms.
Brands
UP govt, HGS unit to skill one lakh youth in digital push
MoU targets jobs, training and future ready talent across state
MUMBAI: Government of Uttar Pradesh has joined hands with OneOTT Intertainment Limited, the broadband arm of Hinduja Global Solutions, to train one lakh youth, signalling a fresh push towards jobs in the digital economy.
The memorandum of understanding, signed with the Employment Department Uttar Pradesh, aims to bridge the gap between skills and industry needs while opening up employment pathways for young people across the state.
The agreement was formalised by principal secretary, labour and employment, M. K. Shanmugha Sundaram and whole-time director, Hinduja Global Solutions and MD and CEO, OneOTT Intertainment Limited, Vynsley Fernandes, in the presence of labour minister Anil Rajbhar.
Under the partnership, OneOTT Intertainment Limited will roll out training programmes, workshops and knowledge-sharing platforms designed to equip youth with skills aligned to a rapidly digitising economy. The initiative will also include research inputs, technical guidance and policy-level support to ensure effective execution.
Principal secretary, labour and employment, M. K. Shanmugha Sundaram, said, “This collaboration will help align skill development programmes with actual industry needs and prepare the youth of Uttar Pradesh for emerging opportunities in the digital services sector.”
Hinduja Global Solutions whole-time director, and OneOTT Intertainment Limited MD and CEO Vynsley Fernandes said, “India’s progress is closely linked to strengthening the capabilities of its young workforce. At HGS, we see skills evolving alongside technology, and partnerships like this help build a stronger digital ecosystem.”
The state government will facilitate coordination across departments and institutions, ensuring the programmes reach the right audiences and deliver measurable outcomes.
As digital infrastructure expands and technology reshapes job markets, initiatives like this are positioning skill development not just as training, but as a gateway to opportunity for the next generation.
