Pee Safe has announced the onboarding of Indian cricketer Smriti Mandhana as the brand ambassador for its Comfort range, marking a key move as the company celebrates its ninth foundation year.
The collaboration will see Mandhana represent a portfolio that includes period panties, panty liners, ultra-thin pads, night pads and toilet seat sanitisers. The brand is positioning the range around everyday comfort, aiming to strengthen its foothold in the feminine hygiene segment while deepening engagement with its growing consumer base.
Commenting on the association, Vikas Bagaria, the Founder of Pee Safe, said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence, originality, and willingness to break the social barriers are a powerful voice for change. This connection represents a big step in the direction of normalizing the dialogue on the subject and encouraging women across the country to put comfort first without compromise.”
Smriti Mandhana expressed her collaborative thoughts through the following statement: "I don’t think comfort should ever be something you have to think twice about or compromise on. It should just be a given. That’s what stood out to me about Pee Safe, as they’re trying to make comfort a priority, not an afterthought.”
The association is rooted in a shared intent to encourage more open conversations around menstrual hygiene and to reframe comfort as an essential, rather than optional, aspect of intimate care. Mandhana’s composed and confident public persona is seen as aligning closely with the brand’s effort to challenge taboos and promote a more progressive narrative.
With this partnership, Pee Safe is looking to expand awareness among urban consumers while also scaling its distribution reach. The move underscores a broader push to evolve feminine hygiene messaging in India, with comfort positioned not just as a product feature, but as a lifestyle imperative.
