Given that Pee Safe is celebrating its 9th Foundation Day, this collaboration is particularly noteworthy. This partnership will help Pee Safe reinforce its position in the niche by offering comfort-based solutions, as well as create stronger relationships with its increasing consumer base.

Smriti Mandhana will represent Pee Safe's Comfort Range, which includes products such as Comfort Period Panty, Panty Liners, Comfort Ultra-Thin Pads, Comfort Night Pads, and Toilet Seat Sanitiser. The collaboration is a testament to Pee Safe's dedication to providing authentic intimate care products that consumers can utilise without the fear of being judged.

The partnership is driven by a shared goal to promote conversations around menstrual hygiene and emphasise comfort as a key aspect of feminine care. Smriti Mandhana's calm and confident persona aligns with the brand's vision of encouraging women to break taboos with ease.

Commenting on the association, founder Vikas Bagaria said that Pee Safe aims to redefine feminine hygiene by prioritising comfort, dignity, openness, and access. He added that Mandhana's confidence and authenticity make her a strong voice for change and that this partnership will help normalise discussions around the subject while encouraging women to prioritise comfort.

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."

Through this association, the brand aims to enhance awareness of its comfort-focused products among Tier 1 consumers and expand its reach to a wider audience. The collaboration also seeks to redefine the menstrual experience by positioning comfort not just as a product benefit, but as a lifestyle choice.