Early-stage investment firm Venture Catalysts has exited its stake in women’s hygiene and wellness brand Pee Safe, generating an impressive return of nearly 9.6X on its initial investment. The development highlights the growing strength of India’s direct-to-consumer (D2C) ecosystem and rising investor confidence in the personal hygiene segment.
The exit comes after Pee Safe raised $32 million (around ₹291 crore) in a funding round led by healthcare-focused private equity firm OrbiMed. The round provided liquidity to early investors, allowing Venture Catalysts to make a full exit and realise substantial gains.
A long-term bet pays off
Venture Catalysts had backed Pee Safe in its early stages and held its investment for close to nine years. During this period, the startup scaled its operations, expanded its product range, and built a strong brand presence across the country.
The nearly 10X return marks a significant win for the firm and reinforces the value of patient capital in India’s startup ecosystem. Such exits play a crucial role in attracting more early-stage investments and validating venture capital strategies.
Pee Safe’s growth journey
Pee Safe initially gained popularity with its toilet seat sanitizers and later expanded into categories such as menstrual hygiene, intimate care, grooming, and sexual wellness. The company has adopted an omnichannel approach, selling through both online platforms and offline retail networks.
Its growth has been driven by increasing awareness around hygiene and women-focused products, especially in the post-pandemic period. Strong revenue growth and improving unit economics have also made it an attractive choice for late-stage investors.
A positive signal for the ecosystem
The successful exit reflects a broader trend of early investors securing strong returns as startups mature and raise larger funding rounds. It also highlights the rising demand for hygiene and wellness products in India.
With fresh capital in place, Pee Safe is expected to expand its offerings and strengthen its market presence. Meanwhile, Venture Catalysts continues to build a solid track record of successful exits in the evolving Indian startup landscape.