Toilet hygiene global brand PeeSafe, run by Redcliffe Hygiene has raised $1 million in pre-Series A funding from a group of investors including Mumbai-based Venture Catalysts, Detroit-Rome-Zurich-Mumbai based Alfa Capital, Green Shots Capital, and Real Time Ventures.
The funding round also saw participation from angel investors like Harshita Mehta Jain, VP at Redcliffe Capital; Abhijeet Pai, Amit Choudhary, Partner, Motilal Oswal Private Equity and Govind Rajan Parthasarthy former CEO of FreeCharge and ex-Unilever.
FMCG distribution companies like Quadrant also participated in the round. This will drive PeeSafe’s retail distribution across one lakh stores.
Following interest shown from global retailers and distributors, PeeSafe is in the process building and inking manufacturing alliances in Europe and Southeast Asia.
Founded by the husband-wife duo Srijana and Vikas Bagaria, PeeSafe is a toilet seat sanitizer spray. This brand of Redcliffe Hygiene has sold 200,000 units since its inception in 2015. It has also launched products like GymSafe and PalmSafe for Indian and international markets like Australia, Nigeria, Kenya, and Singapore.
“Redcliffe Hygiene is targeting the relatively untapped hygiene sector with a strong and disruptive concept, backed by an experienced team with cross-domain expertise. The current market traction is exceptional especially from multiple geographies provides a valid proof of its business model”, said Dr. Apoorv Sharma, President, Venture Catalysts.
This is also Alfa Capital’s first investment in India. It hopes to leverage the experience and knowledge that its entrepreneurs have in international markets to take PeeSafe global. It hopes to take the brand to European, North American, Southern American, Southeast Asian markets.
“We started PeeSafe with the idea of saving over 150 million women globally from Urinary Tract Infection (UTI) and other diseases caused by unhygienic public washrooms; with the funding, we will be able to further our cause and achieve our objective of scaling PeeSafe into a global brand and reaching out to 10% of our target market through 1,00,000 stores by the end of this calendar year in India alone,” say the co-founders of PeeSafe.
PeeSafe hopes that this round of funding will it help it with strategic tie ups across the world and to grow the business into a 1000-crore company in three to four years.