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PeeSafePress ReleaseRedcliffe Capital

Toilet Hygiene Startup PeeSafe Raises Another $1 Mn; In Advance Talks To Raise $5 Mn Round

Toilet hygiene global brand PeeSafe, run by Redcliffe Hygiene Pvt Ltd raised $1M USD in form of CCD notes from mostly all existing investors and new investor Shivani Singh - VP StarTV, Rahul Maroli - VP Ola Cabs, Shekhar Agarwal - Amar Securities, Mitesh Shah- CFO BookMyShow, Siddhartha Banka, Manoj Bengani, Prabhat Verma. Anshul Dave - 50K Ventures and Sanjay Gehani. Existing investors, Alfa universal ventures, Green Shoot capital, Venture Catalysts also invested in the round. The CCD round was subscribed in less than an hour at the opening of the round shows very large support of this brand towards scaling-up.

PeeSafe raised its first $1M in April 2017 from bunch of leading investors including Dheeraj Jain of Redcliffe Capital, ex-Unilever’s Govind Rajan and ex-P&G’s Amit Choudhary & Startup Buddy's founder, Amit Singal. PeeSafe has expanded significantly in last 8 months with product placement in all major modern trade chains in all metro cities, large pharmacy chains, branded large general trade stores. Its large promotion marketing program across key platform along side with distribution makes its a category leader. Currently 1000 retail stores sells PeeSafe and other safe category products and leading online seller of these products. PeeSafe have a large in-house marketing team that works on innovative marketing techniques to reach out to the consumers.

PeeSafe, is a clinical approved isopropyl alcohol-based toilet seat sanitiser in the form of a quick-drying aerosol. It has sold 1 million pieces since start globally. It has huge market traction through its B2B corporate program where corporates are subscribing to it for the washroom sanitisation program providing sanitised washrooms to it workforce. The large 300 ml bottle is sold through subscription program while other SKUs are for handbags.

PeeSafe is also in advance talks to raise $5M round from family offices who have strategic interest in this sector. The round is expected to close by March end 2018. PeeSafe USA and PeeSafe South Africa will be launched in April while PeeSafe GCC is on track for Feb launch.

PeeSafe is a revolutionary toilet seat sanitizer spray, A brand of Redcliffe Hygiene that has sold 500,000 units since it's inception in 2015. PeeSafe is currently sold online on SafetyKart, FlipKart, Amazon and other top selling e-tailing platforms as well as Retail stores including Le Marche, 98.4 Pharmacy, Global, Needs super-mart and over 2000 retail points across 10 major cities in India. With deep footprints in Toilet Hygiene market across India, Middle East & Africa through the revolutionary product, PeeSafe, the company has recently also entered into several other sub-personal Hygiene Markets in India through GymSafe, PalmSafe, and MoskitoSafe to further the vision of becoming a 500Cr company by end of 2020.

In April 2017, RedCliffe Capital has bought a 10% stake in SafetyKart.com and a sizeable share in RedCliffe Hygiene Pvt. Ltd with a board seat.

PeeSafe previously owned by SafetyKart is a global leader in toilet seat sanitizer spray and has sold over 100000 units in past 30 months of which 50% in last 12 months. and is no. 1 on Google organic search in over 100 countries on generic terms like “Toilet seat sanitizer spray”. PeeSafe is currently being sold in countries like Australia, Nigeria, Kenya and Singapore and will soon be available in UAE, Spain, Ghana and Malaysia. With this strategic investment, the product will become a part of RedCliffe Hygiene portfolio and will be available across the country through general trade as well as modern trade.

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