Personal hygiene and wellness brand Pee Safe has partnered with the Indian Navy and Navy Welfare and Wellness Association (NWWA) to provide women hygiene products to the serving women personnel. This collaboration is part of the Memorandum of Understanding signed by the Indian Navy and NWWA with Pee Safe as part of the former’s wellness initiative for ‘Women in White’. On the occasion of the 38th NWWA Diwas, Pee Safe kits were presented to all women officers and Agniveers posted in Delhi and the same is planned to be distributed in all commands.
Vikas Bagaria, Founder of Pee Safe, expressed his honor in providing essential feminine hygiene products to the Indian Naval fraternity. Pee Safe is committed to supporting the well-being of women serving in the Indian Navy, ensuring they receive the comfort and care they deserve throughout their menstrual cycle.
Pee Safe, co-founded by Srijana Bagaria and Vikas Bagaria, offers solutions for women’s everyday problems. Its products are available in over 20,000 retail counters across more than 100 cities in India. Pee Safe also exports to 22 countries and has a presence on major e-commerce marketplaces.
Kala Hari Kumar, President of NWWA, stated that the partnership aims to guarantee accessibility and affordability, making this small step have a positive impact on countless lives and fostering a more inclusive environment. She emphasized the importance of menstrual hygiene for the health and wellness of women serving in the armed forces on-board warships, submarines, and aircraft.
In India, less than a third of women use or have access to female and intimate hygiene products, such as sanitary pads, tampons, menstrual cups, and vaginal wash. This highlights the potential market and the need to raise awareness about such products.
The feminine hygiene segment in India has seen a surge in companies entering the market, challenging the dominance of P&G and J&J. However, increasing market penetration remains a challenge, as there is limited awareness and low purchasing power among a significant portion of the Indian women populace. Socio-economic barriers, including poverty, cultural norms, and education levels, impact the usage rates of these products. The partnership between Pee Safe, the Indian Navy, and NWWA is a step towards addressing these barriers and promoting better menstrual hygiene practices.
Read More: [Pee Safe Signs MOU with Indian Navy, NWWA to Offer Wellness Products to Women in White](https://economictimes.indiatimes.com/industry/cons-products/fmcg/pee-safe-signs-mou-with-indian-navy-nwwa-to-offer-wellness-products-to-women-in-white/articleshow/108015098.cms)
