Pee Safe has announced the appointment of cricketer and vice captain of the Indian cricket team, Smriti Mandhana, as the brand ambassador for its Comfort Range.

The collaboration stems from a mutual desire to promote the discussion of menstrual hygiene and instill comfort as an integral component of feminine hygiene. As per the brand, Mandhana's personality, strong and progressive while at the same time rooted and determined, is perfectly in sync with the core values and beliefs upheld by Pee Safe.

Through the partnership, the brand seeks to enhance the awareness and association of its comfort products with Tier 1 consumers while also expanding the distribution footprint to reach a larger audience.

Vikas Bagaria, founder, Pee Safe, said, “At Pee Safe, the vision has always been to redefine feminine hygiene by placing comfort, dignity, openness, and access at its core. Smriti Mandhana reflects this philosophy effortlessly. Her confidence, originality, and willingness to break the social barriers are a powerful voice for change. This connection represents a big step in the direction of normalizing the dialogue on the subject and encouraging women across the country to put comfort first without compromise.”