Pee Safe announces TV actress Anita Hassanandani as brand ambassador for its sanitary pads

Launches one-of-its-kind campaign showing red blood instead of blue liquid to make period talks normal and natural

e4m by exchange4media Staff
Updated: May 29, 2019 3:57 PM

Urging India’s confident, unstoppable and new-age women on World Menstrual Hygiene Day to make healthier choices with organic hygiene products and take immediate stand on the growing concern of sanitary waste, ‘Pee Safe’- leading feminine hygiene brand and makers of toilet seat sanitizer spray has launched 100% organic cotton and biodegradable sanitary pads along with 100% organic cotton, biodegradable panty liners in Indian market. In its effort to create voluminous awareness around the product and promote the usage of eco-friendly sanitary pads in the country, the company has roped in TV actress Anita Hassanandani.

Pee Safe currently owns about more than 90% of the market in the Toilet Seat Sanitizer Category. With this new range of 100% organic cotton, biodegradable sanitary pads packed in materials made from recycle paper along with recyclable disposable bags, Pee Safe aims to address the issue of menstrual waste at a large scale contributing towards a sustainable environment.

To challenge the taboo and remove the stigma associated with periods and menstrual health in the country, #OwnTheRed & #DoItTheNaturalWay campaigns from Pee Safe aims at educating and empowering women and young girls on menstrual hygiene. The campaign intends to escalate the conversations around the immediate need for a Green Switch in menstrual hygiene practices.

Addressing the need for Indian women to make a green switch in menstrual hygiene, Hassanandani said, “I am extremely happy to collaborate with Pee Safe having used the products myself. It makes me contented to be a responsible citizen and ensure the products that I use, have no negative impact on our planet. Using the 100% organic cotton, biodegradable sanitary pads makes me proud to be able to help safeguard the environment and do my bit. We’re all heading towards a better world.”

Talking about the launch of the new product range, Vikas Bagaria, Founder, Pee Safe said, “The brand Pee Safe is a leading daily hygiene brand that is creating awareness about feminine hygiene and sanitation in India. From world's highest selling toilet seat sanitizer spray to the feminine cramp relief roll on, Pee Safe intends to transform the way the world looks at feminine hygiene. I am confident that 100% organic cotton, biodegradable pads are going to be a huge step for the feminine hygiene movement in the country.”

“We are thrilled to appoint Anita Hassanandani as the ambassador of Pee Safe’s Organic range of feminine hygiene products in the country. Anita is the perfect fit for the brand as she represents confident, caring and responsible new-age women. We are confident that she will help us in making Pee Safe’s 100% organic cotton, biodegradable sanitary pads the next big stride for the feminine hygiene movement in the country,” Bagaria said.

Crafted for today’s responsible women and our green planet, these 100% eco-friendly sanitary pads are made entirely of natural ingredients including a 100% organic cotton top sheet along with bamboo fibre for extra leakage protection. In its endeavor to generate awareness around the usage of eco-friendly sanitary products and to introduce first timers to the organic products, Pee Safe is also offering a quarterly period box. This subscription-based period box contains 100% organic cotton, biodegradable sanitary pads (30 pads), 100% organic cotton, biodegradable panty liners (15 panty liners) and 1 Feminine cramp roll on. These organic pads are packed in materials made from recycle paper and comes with an attractive recyclable disposable bag. The organic cotton has grown through a natural process without the use of any chemicals or fertilisers. The eco and hygiene features of these sanitary pads includes 100% organic cotton, biodegradable, chemical free, parabens free, leak proof, anti-bacterial, rash free, chlorine free and FSC certified bamboo core. The product will be available on their website: and will soon be available at other online retailers including Amazon, Nykaa etc.

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