Bengaluru: Pee Safe, a hygiene and wellness brand, has raised Rs30 crore in Series A funding led by investment firm Alkemi Growth Capital. Pee Safe will use the capital to strengthen its R&D, product development, and build breadth and depth in distribution, it said in a statement on Wednesday.

Over the last 30 months, Pee Safe has disrupted the women’s hygiene products’ segment by introducing environment-friendly products. The brand started with the Toilet Seat Sanitizer category that became a bestseller followed by other products addressing feminine and personal hygiene.

“Alkemi brings a global understanding of this space. We are aligned on one common goal – Make Pee Safe a household brand that is synonymous with quality. What started as a journey with one product inspired by my own personal experience, is now a basket of many products inspired by the personal experiences of several thousands of our loyal customer base. Apart from helping with product development and other aspects, the capital infusion will help us support our talent needs in areas such as sales, marketing, and finance," said Vikas Bagaria, founder Pee Safe, in a statement.

“Personal and home hygiene is an essential category to wellness. As a consumer-oriented and agile brand, Pee Safe is operating in a large, growing market and addressing important areas of concern in the hygiene segment. The team has created and introduced innovative, environment-friendly products that resonate with consumers," said an Alkemi spokesperson.

The company claims Pee Safe Toilet Seat Sanitizer Spray is the world’s highest-selling product in the category. Apart from the flagship product, Pee Safe’s offerings include eco-friendly sanitary pads, organic cotton tampons, menstrual cups, and anti-pollution dust masks. Pee Safe products are currently available in modern trade, general stores, airports and organized stores across 40+ cities.

The brand has launched its products in the subcontinent and plans to expand its reach globally in the next five years.

New Delhi-headquartered Alkemi Venture Partners is a growth investment firm that seeks to invest in healthcare and consumer wellness industry. Its portfolio includes the likes of Fertility platform Elawoman, Akiva Superfoods, a wellness food products startup, and and health-tech startup Doxper, among others.