Sanitizers & Masks - The New Essentials
The Covid-19 outbreak is a disaster for most sectors has boosted the steadily growing personal hygiene market – more specifically the sanitizer section of the market. As per recent reports, brands such as LVMH and Anheuser-Busch (Budweiser brewers) are making sanitizers while brands like Berksha and Zara are producing masks. According to Technavio Research, the global hand sanitizer market is expected to grow by $12.25 billion during 2020-2024.
In a quick chat, Vikas Bagaria, founder Pee Safe spoke to BW Businessworld about the boost in the demand for their masks and recently launched sanitizers. Since the Covid-19 outbreak, the brand has witnessed an increase in orders from 10 000 per day to 40 000 per day for their products of which 85-90 per cent are for the N-95 masks.
A well-known Indian sanitation and personal care brand found in 2013 by Vikas and Srijana Bagaria, Pee Safe saw its products flying off the shelves soon after it was founded. The toilet seat sanitizer manufactured by them proved to be extremely popular reaching the one million sold mark fairly quickly. Eco-friendly sanitary pads, organic tampons, menstrual cups and panty liners form the bouquet of products. Official hygiene partners of the Bollywood film ‘Toilet Ek Prem Katha’, they successfully raised seed funding to the tune of $1mn in 2017.
Q. How has the pandemic affected your sector?
The lockdown necessitated by the COVID-19 outbreak has been a major challenge for all businesses. Apart from issues around shipping orders, we had to shut down our warehouse after the movement restrictions were imposed. Since we manufacture products like N95 masks, surface sanitizer sprays and alcohol-based hand sanitizers, our products are essential items for various hospitals to carry out their daily operations and consumers to take necessary preventive measures. We have now been provided with curfew pass enabling us to carry out our operations on a limited scale and are delivering the essentials to those who need it. We are looking forward to seeing things get back to normal once the lockdown is lifted and resuming our online orders.
Q. What have been the changes in demand?
Right from inception, Pee Safe has been providing personal hygiene solutions to its customers. With the onset of Coronavirus our products saw a spike in demand given the emphasis on personal hygiene and sanitization. Earlier this year, we launched our ‘Raho Safe’ brand of products as an endeavour to provide affordable hygiene products to the masses. The ‘Raho Safe’ alcohol-based hand sanitizer has seen a massive surge in demand since sanitizers and disinfectants are the most needed products at present. The demand for our N95 masks has also increased tremendously.
Q. How is your organization fulfilling its responsibilities towards employees and customers during this challenging time?
We are absolutely committed to doing our best even in challenging times for both our employees and customers. As a responsible brand, we have provided our teams with work from home option and protective equipment to the delivery staff whenever they venture out. Since our products are essential for general public and medical workers in this dire situation, we have been trying to overcome lockdown challenges to make them available.
Pee Safe has also been running compelling digital campaigns to spread awareness about the COVID-19 infection and how to stay safe during the lockdown.
