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SafetyKart has moved its private label brand of toilet sanitiser PeeSafe into Redcliffe Hygiene

Redcliffe Capital Managing Director Dheeraj Jain (left) with SafetyKart Founder Vikas Bagaria

Gurgaon-based e-commerce platform for safety and hygiene products SafetyKart today announced it has raised strategic investment from Redcliffe Capital, which had purchased a 10 per cent stake in the company.

The company also announced that it has moved its private label brand of toilet sanitiser PeeSafe into Redcliffe Hygiene, a newly founded entity in which Redcliffe also own a “sizeable” share in it.

Though he did not disclose the exact amount of investment going to both SafetyKart and Redcliffe Hygiene, Redcliffe Capital Managing Director Dheeraj Jain said in a press statement that the company has invested US$1 million to build the Redcliffe Hygiene brand.

SafetyKart Founder Vikas Bagaria will also join Jain at the Redcliffe Hygiene board.

“We have developed the best seller toilet seat sanitiser spray which has more than 50 per cent repeat buyers. We have already sold one lakh (100,000) units of this product inside and outside the country when we were bootstrapped,” Bagaria explained.

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“We were looking for the strategic partner who can help us to scale the business and take it to a larger audience in India and abroad. Dheeraj Jain believed in our concept and is equally passionate about this category and hence we decided to take a strategic investment from him,” he added.

The PeeSafe product

Jain also aimed to make Redcliffe Hygiene a INR1,000 crore (US$154 million) company by 2020, and saw opportunities in the Indian government’s hygiene promotion programme Swach Bharat.

“In the first phase of Swach Bharat campaign, the government is building public washrooms. The next phase will come where the maintenance of these washrooms will be required for better hygiene. We see PeeSafe playing a major role at that time in Swach Bharat campaign,” he said.

The PeeSafe product itself is currently available in Australia, Nigeria, Kenya, and Singapore, and will soon enter United Arab Emirates, Spain, Ghana, and Malaysia. It will be available on Safetykart’s platform as well as other major online and offline retailers.

The product targets urban women between 18 to 35 years old who are socially active and are early adopters.

Apart from PeeSafe, Redcliffe Hygiene is also set to launch anti-mosquito product MoskitoSafe and gym hygiene product GymSafe by end of Q2 2017. It is also conducting research and development on products that will help prevent diseases through hygiene.

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Images Credit: SafetyKart

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