An Arts graduate from Calcutta, Srijana Bagaria was born into a family of entrepreneurs, where building and nurturing ideas was second nature. “Entrepreneurship has always felt instinctive to me,” she shares. Deeply inspired by her mother’s love for culinary arts, Srijana cultivated her own passion for food, eventually becoming a home chef and conducting sessions globally, a creative pursuit she continues to cherish.
When her family moved to Delhi, she became closely involved in operational roles across ventures, supporting everything from daily management to international buyer meetings under SRV. “I’ve always believed in building from the ground up,” she says. A defining emotional shift came after the Nirbhaya incident. “It deeply moved us. It pushed us to think seriously about women’s safety and dignity.” That reflection laid the foundation for SafetyKart, and eventually, Pee Safe, blending empathy with enterprise.
From Personal Pain to Public Solution
“I see myself as an entrepreneur, but a chef at heart,” Srijana reflects. Creativity drives her, whether in the kitchen or in business. The idea for Pee Safe was born from lived experience. After suffering from a UTI, she and her partner realised how widespread yet under-addressed preventive hygiene was, particularly in public spaces. “We didn’t just see a business opportunity. We saw a real, everyday problem women had quietly accepted.” What stood out was the global nature of the gap; accessible, stigma-free hygiene solutions were missing across markets. For Srijana, building Pee Safe became about “comfort, confidence, and dignity in small but meaningful ways.” Entrepreneurship, she believes, must solve real problems, with empathy and purpose at its core.

Women-First Innovation
Srijana describes her role simply: “I build women-first solutions with a team that shares the same vision.” At Pee Safe, the focus spans life stages, from puberty to menopause, while normalising conversations around menstrual and toilet hygiene. She remains closely connected to consumers, leading product testing and focus groups. “Innovation must be practical, accessible, and cost-effective,” she emphasises. Often described as the steady force behind the brand’s foundation, Srijana believes strong brands are built on strong teams and intentional leadership.
Creating a Category
“The journey began with my own UTI,” she recalls. The experience exposed a glaring gap in preventive hygiene, particularly in India’s public infrastructure. Launching a new category was met with skepticism. “Who names a brand starting with ‘Pee’?” she laughs. Many questioned scalability, given the low awareness and penetration of period care products at the time. “But the gap itself was the opportunity,” she insists. Belief, both internal and external, became the first battle to win.
Validation and Visibility
A pivotal moment arrived in 2017 when Pee Safe secured its first angel investment. “It wasn’t just funding. It was validation.” The brand’s association as a hygiene partner for Toilet: Ek Prem Katha, aligned with the Swachh Bharat Abhiyan, significantly elevated visibility and credibility. Today, Srijana is building the next chapter: perimenopause and menopause care. “It’s personal,” she shares. “I’m in that stage myself, and I’m consciously bringing my own experiences into product innovation.”
Integrity Above All
Loyalty, trust, and integrity anchor her decisions. “Businesses grow sustainably only when relationships are strong, and intentions are clear.” The one non-negotiable? Integrity. “If a product doesn’t truly deliver on its promise, we simply won’t put it out there. Trust, once earned, must always be protected.”
Keep Moving Forward
“If I could tell my younger self one thing, it would be this: building something meaningful takes time,” she says. Progress is rarely linear, but persistence is essential. Her message to women is direct: speak openly about menstrual and intimate hygiene. “In nine years, penetration has grown from 17% to nearly 35–40%. That’s progress, but it shouldn’t take decades to normalise basic health conversations.”
Success, for Srijana, is personal. “It means owning my time, choosing what I build, where I invest my energy, and how I show up.”
In redefining hygiene conversations in India, Srijana Bagaria continues to prove that purpose-led brands don’t just create markets, they create change.