Pee Safe has appointed Arijit Sen as the new VP-Sales. Sen, an industry veteran, joins Pee Safe from Healthkart, where he was instrumental in setting up the business and expanding distribution to 40,000 premium outlets nationwide. He played a key role in establishing Muscle Blaze as the category leader across key modern trade chains such as Reliance, Max, and Wellness Forever.
With over two decades of experience in sales, key accounts management, trade marketing, and business strategy, Sen is expected to drive remarkable achievements and innovative growth at Pee Safe. The company aims to reach new heights under his leadership.
Sen’s extensive experience includes roles at Nivea, Pepsi, and Tang, specializing in go-to-market (GTM) strategy, distribution growth, market share, retailer relationships, trade marketing, and brand activations.
Rithish Kumar, Co-Founder of Pee Safe, commented, “We are thrilled to have Arijit join the Pee Safe family. His extensive experience and proven track record in scaling businesses offline and driving category leadership make him the perfect fit for our team. We are confident that under his leadership, Pee Safe will continue to expand its retail footprint, innovate across different retail formats, and increase penetration across categories in key markets.”
Pee Safe aims to capture a significant share in India’s Rs 7,000 crore sanitary market with its innovative products like Ultra-Thin Sanitary Pads and Disposable Period Panties. Known for its toilet seat sanitizers, the company plans to launch more personal hygiene items and recently introduced a portable bidet for travelers.