Toilet hygiene global brand, PeeSafe, run by Redcliffe Hygiene, has raised USD 1 million from Mumbai-based Venture Catalysts, Alfa Capital, Green Shots Capital, and Real Time Ventures.
Angel investors who participated in the round include Harshita Mehta Jain, vice president at Redcliffe Capital, Amit Choudhary, partner, Motilal Oswal Private Equity and Govind Rajan Parthasarthy, former CEO of FreeCharge, among others.
FMCG distribution companies like Quadrant also participated in the round driving retail distribution across one lakh stores, a company statement said.
This investment validates disruption in FMCG typically led by incumbents mostly where hygiene and wellness is new wave of product portfolio with new models of distribution. PeeSafe got interest from global retailer and distributors and already building manufacturing alliances in Europe and SE Asia
Founded by the husband-wife duo of Srijana and Vikas Bagaria, PeeSafe is now a global brand in toilet seat hygiene with additional products like GymSafe and PalmSafe launched recently for India and international markets like Australia, Nigeria, Kenya, and Singapore. Its flagship product, PeeSafe, is a clinical approved isopropyl alcohol-based toilet seat sanitizer in the form of a quick-drying aerosol. It has sold 200K pieces since start and sold at retail stores.
“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 specially from multiple geographies provides a valid proof of its business model,” said president Venture Catalysts, Dr. Apoorv Sharma.
“We have some amazing people backing us who will also help in bringing strategic tie ups across the world and to grow this business into a 1000-crore company in three to four years,” said founder and co-founders PeeSafe, Vikas Bagaria and Dheeraj Jain.
“Prevention is always better than cure, a motto which exemplifies what Redcliffe Hygiene has been doing with its range of high-quality hygiene products. We are confident that it will gain much success in the future and are proud to be a part of its growth story as strategic investors,” added Govind Rajan Parthasarthy.