To increase the distribution and enhance its retail strategy, hygiene brand Pee Safe has appointed Arijit Sen, former General Manager- HealthKart, as its new Vice President- Sales.
During his close to three-years stint at HealthKart, he was instrumental in establishing the business and scaling distribution to 40,000 premium outlets across India and had also helped the brand secure category captaincy for Muscle Blaze across major modern trade chains like Reliance, Max, Wellness Forever, etc.
Prior to joining HealthKart in September 2021, Sen was associated with Diagnostic Business SRL-Thyrocare as General Manager for about two years, starting November 2019. He also worked with Sun Pharma for nearly five years. He joined then as Zonal Sales Manager in February 2015 and was elevated to the role of National Trade Marketing Manager in January 2019.
In the past, he also worked with Merisant India, Amra Remedies, Spencer’s Retail, Universal Corporation, Olam International, PepsiCo and J L Morison.
Sharing his excitement on joining the hygiene brand, Arijit Sen, Vice President- Sales, Pee Safe, said, “Pee Safe feels like a homecoming. I have always believed in the potential of innovative personal hygiene products. Interestingly, I had also attempted to launch a product similar to Toilet Seat Sanitizer Spray, but I didn’t succeed. Being on board with Pee Safe now feels like fulfilling that desire that didn’t pan out all those years ago. I see joining Pee Safe as an opportunity to leverage my professional experience and drive sustainable and profitable growth in this category.”
To this, Rithish Kumar, Co-Founder, Pee Safe, added, “We are thrilled to have Arijit join the Pee Safe family. His extensive experience and proven track record in scaling businesses offline and driving category leadership make him the perfect fit for our team. We are confident that under his leadership, Pee Safe will continue to expand its retail footprint, innovate across different retail formats, and increase penetration across categories in key markets.”
The intimate hygiene market in India is currently pegged at Rs 8000 crore and is growing at a 16% CAGR to more than double its size at Rs 15,000 crore over the next five years due to rising awareness about personal care and intimate products amongst consumers in urban and rural areas.
That being said, over the last few years, the market has witnessed significant innovation in the women’s sanitary pad and sexual wellness sub-segment with innovative products like menstrual cups, reusable and sustainable period panties, and female condoms marketed by players like Pee Safe. However, the market is still underpenetrated at less than 30% and has enough room to grow.
Picking from here, Sen, stated, “We have so far served over 10 million women since our inception, and the aim is to serve an additional 10 million in the next couple of years through our strong network of retail stores across India. Our strategic focus will be on heightened visibility through point-of-sale marketing, promoter activation, and direct customer engagement.”
Besides the innovative products, Pee Safe also aims to garner a significant share in India’s Rs 7,000 crore sanitary market with its Ultra-Thin Sanitary Pads and Disposable Period Panties, which are projected to be consumed more in the coming months.
