In this episode of Brand & Beyond, I sit down with Ritesh Kumar, co-founder of PeeSafe, to explore the inspiring journey of this innovative brand. Discover how a personal incident led to the creation of a globally pioneering toilet seat sanitizer and how PeeSafe has expanded its product line to address women's hygiene needs. Ritesh shares insights into the challenges of penetrating the Indian market and competing with industry giants through a digital-first approach and product differentiation. We also discuss PeeSafe's partnership with the Indian Navy to enhance menstrual hygiene for female officers. Join us for an engaging conversation about innovation, market strategies, and the power of word-of-mouth in building a brand.