Deep Bajaj is one of the few entrepreneurs who have taken the route of product innovation to help women in their daily hygiene routines and personal care space.
Let’s hear his story about his ventures of PeeBuddy and Pramati Care amongst others.
1. Tell us about your background, your entrepreneurial journey and the inception of Pee Buddy, Being Juliet, Pramati Care and First Step Digital.
A passionate Serial Entrepreneur, I started my career in insurance. In 2006, I moved to Events & Advertising and stayed their till 2011. I expanded into Handmade Carpet Marketing, my team was the Award Winning Team (www.carpetcouture.com /2009) for High End Hotels & Residences and we executed Super Luxury Projects across the globe.
I also co-founded Pramati Care – a fast growing Start-up in Home Health Care segment in Delhi-NCR. Visit www.pramaticare.com. Now, I am passionately into Greenfield Product/Service Conception/Marketing with PeeBuddy (2014) – Probably India’s First FUD – Female Urination Device and many other products which solve pressing issues faced by Women. I am building a unique ‘Intimate Hygiene Care’ Category
2. Tell us about your product offerings and target segments they cater to?
We are Building India’s First (Probably) Brand offering ‘Intimate Hygiene Care’. Products & Services for Women are sold under brand SIRONA. Our Range offers unique solutions to problems which affect women but are either ignored (perhaps due to low demand) or are neglected like Sanitation facilities, Disposal or Travel issues for Women. Today, a woman has a lot on her plate, she is juggling multiple roles in Career, Family and Social life, and we need to make the journey easy for her. We have taken it upon ourselves to Identity and solve these issues – with a heart. We are on a mission. Somebody had to do something about these issues; we did.
3. Briefly tell us about your business models and the issues you are focusing on.
Issues we are focusing on include –
Sanitation is a major issue as common toilets is mayhem for Women who have to either wipe the seat/hold it in/make chairs. If she is elderly or pregnancy even in clean toilets she has issues and would avoid.
PeeBuddy is India’s First, Disposable, Patent Protected Female Urination Device using which they can Now Stand & Pee – and stay away from any contact with toilet seat.
Discreet & Hygienic Disposal is another issue as Sanitary Waste is toxic. Not only that but when it reaches Land Fills and even in transit (from loo to waste management facility), the distance it travels is big and more than often, the loose plastic or newspaper gives in and pads/tampons/condoms are left out in the open.
Solution – I Love Clean Disposal Bags, which are tamper proof, discreet and bio-degradable.
Intimate Hygiene is another big issue and includes various problems. One of them is the cleaning of Intimate Areas. During Travel or even otherwise, there were almost no solutions available for a woman to clean herself up quickly.
Solution – ph balanced Intimate Wet Wipes – INWI (Probably India’s First) to take care of Intimate Areas like Breast, Bikini, Under Arms.
Under Arm Sweat Related Issues – Indian Climate can be very taxing. Under Arm Sweat leaves embarrassing Patches on clothes and often results in stink and even spoiling of clothes
Solution – Sirona ‘Under Arm Sweat Pads’ – Simple Liners which can be put inside, on the sleeves and absorbs all excess sweat, it saves you from all sweat related issues
Menstrual Care – Very often Ladies forget their Period Dates, it is usually a last minute rush to the pharmacy by herself or someone goes specially to get it. Besides, during periods she also goes through a lot of physical challenges resulting in PMS.
We solved it with www.beingjuliet.com – a unique service which delivers her Sanitary Pads, Tampons and Panty Liners 5 days before her dates, month on month with special gifts to pamper her.
4. How has been your beginner’s journey? And what has been the growth and recognition achieved?
When we started our journey in 2014, Our First Target was solving the Sanitation issue for Women on the move. In mid-2015, we then introduced a few more ‘First in category’ products to change the way women live in India, At broad level, we are now consolidating our range by working on two main brands – PeeBuddy and Sirona (all new products are being launched under Sirona brand)
Due to mind set, stores were reluctant at first, hence we took the Medical Route first as there the need was more pressing, and doctors loved it, because of which we made it available in pharmacies and the other chains followed. For our General Use – we made it available on Online Stores.
Though it was a unique product, we still managed 7L worth of PeeBuddy in Year 1 followed by 27L in 2015-2016 including 6L worth of exports and over 10 active inquiries from Africa, Singapore, Bangladesh, Sri Lanka etc
PeeBuddy recently entered Limca Book of world records, has been covered by Best of Media including BBC, HT, ANI, Rueters, Has been a Tedx Talk presenter, Won Catapoolt’s Live Crowd Pitching Event, Was selected in NDTV’s real Deal show which airs Every Friday, TCS Bangalore Marthon, Airtel Delhi etc and has been touted as best innovation for women as a tool for women empowerment
5. Can you tell us about your other founders/core team, their background and rich experience?
I have my colleague Mohit and Deepak Thareja on call. While I handle Marketing & Product Development, Mohit is the backbone and handles Finance, Production & Operations and Deepak is the Brain of the company and Leading Sales & Expansion from the front. We also have a small Digital Team which engages our customers and takes periodic Reviews/Feedback to help us offer a customer ready product!
6. How you all are funded?
We are self-funded. There have been contributions from Friends and Family as well.
7. Any other areas or initiatives that you plan to venture in future?
For now, idea is to focus on these businesses and scale them only. However, the product line shall expand. We have identified 5 more similar areas which need to immediate attention and we are working towards the same with new product launches.
8. What will your ventures look like in 5-6 years from now? All perspectives – people, business, revenues, team, size or anything you foresee for the venture.
Pramati Care would become a dominant player in Home Health Care space. SIRONA would become a house hold name in Intimate Personal Care Category for Women. BeingJuliet.com would become every womens’ best GoTo place for any period related discussions, purchases, etc.
9. Any school/ campus-connect initiatives that you are pursuing or plan to pursue?
We would love to organize such connects, we keep trying to run programs in Colleges as well however, this needs dedicated efforts.
10. Any experience or advice you would like to share with soon to be start-up founders out there?
Entrepreneurship is not easy, just do not give up because the world doesn’t remember those who gave up, they remember those who kept falling and rising…
We thank and congratulate Mr. Deep Bajaj for his entrepreneurial steps towards a healthy personal environment for women. We look forward to more products and would like to wish you all the best for your future endeavours!