Pee Safe Quick Commerce Drives Nearly 40% Of Revenue
Quick commerce becomes one of Pee Safe’s most profitable channels
Quick commerce contributes nearly 40% of Pee Safe’s domestic revenue and delivers double-digit contribution margins, compared with single-digit margins on traditional ecommerce.
The result followed nearly two years of supply chain challenges. Pee Safe overhauled its distribution model, expanded its assortment to more than 60 products and changed pack sizes and pricing to match quick-commerce buying behaviour.
The founder and the company
Gurugram-based Pee Safe is a personal hygiene brand spanning feminine hygiene, intimate care, personal care and wellness. It began with a portable, alcohol-based toilet seat sanitiser spray and formally launched in 2017.
Cofounder Rithish Kumar discussed the company’s quick-commerce operations, the changes that improved its margins and the challenges of extending that growth into new markets.
The company’s origins trace back to 2013, after cofounder Srijana Bagaria developed a urinary tract infection following a road trip. Srijana and Vikas Bagaria then explored products addressing hygiene concerns associated with public washrooms.
In the founder’s words
Kumar believes Pee Safe’s position in intimate and feminine hygiene offers some protection from competition from private labels because consumers place considerable importance on trust in these categories.
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“Private labels can be threatening when you don’t have high defensibility. A platform building a private label in women’s hygiene faces a high trust deficit as it takes years to build, and Pee Safe has a head start on that,” Kumar said.
Pee Safe’s quick-commerce model
Pee Safe initially relied on traditional distributors to supply quick-commerce platforms, but the model struggled with inventory and replenishment requirements. By late 2023 and early 2024, the company shifted to supplying platform warehouses through third-party warehousing partners.
That change helped Pee Safe report fill rates of 97-98% during a recent quarter, while on-shelf availability for its core products exceeded 90%. The company now has a dedicated team of seven to eight people managing quick-commerce operations.
The business also adapted its products to the channel. A 60-piece acne patch pack priced at ₹499 struggled, while a 12-piece pack at ₹99 became one of its leading SKUs in the category. For sanitary pads, Pee Safe moved from a 12-pad pack priced at approximately ₹199 to a 30-pad pack costing around ₹399.
Quick commerce now spans more than 6,500 dark stores across 250 cities, with nearly 50% of Pee Safe’s quick-commerce sales coming from Tier II cities and smaller markets. Getting listed on a platform is only a starting point. The harder work lies in making products consistently available, matching assortments to buying behaviour and ensuring that the cost of selling does not exceed the value of the demand a brand captures.
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