How Pee Safe Built A Profitable Quick Commerce Business That Drives 40% Domestic Sales

Pee Safe, a personal hygiene brand based in Gurugram, has successfully built a profitable quick commerce business that contributes to 40% of its domestic sales, outperforming traditional ecommerce and offline retail. While quick commerce presents challenges for D2C brands in the form of platform commissions, advertising expenses, inventory requirements, and frequent discounting, Pee Safe has managed to turn access into growth.

Initially, Pee Safe struggled to keep its products consistently available on quick commerce platforms due to its existing distributor network not being able to meet the channel's replenishment requirements and products performing well on ecommerce not necessarily finding buyers in 10-minute delivery apps. However, after two years of struggling, Pee Safe overhauled its supply chain and changed how it managed its product assortment, limiting its dependence on paid advertising.

The brand now supplies platform warehouses through third-party warehousing partners, gaining greater control over inventory planning and replenishment. This restructuring has improved Pee Safe's fulfilment, with fill rates of 97-98% during a recent quarter and on-shelf availability for core products exceeding 90%. The company now has a dedicated team of seven to eight people managing quick commerce operations, and they monitor performance dashboards daily and hourly.