{"id":15996,"date":"2026-08-18T17:42:33","date_gmt":"2026-08-18T12:12:33","guid":{"rendered":"http:\/\/10.10.164.133\/?p=15996"},"modified":"2026-08-18T17:43:35","modified_gmt":"2026-08-18T12:13:35","slug":"lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks","status":"publish","type":"post","link":"https:\/\/payu.in\/blog\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/","title":{"rendered":"Let&#8217;s Talk Scale: 2 Takes | Scaling Women&#8217;s Wellness: Two Founders, Different Playbooks"},"content":{"rendered":" \n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Let&#039;s Talk Scale: 2 Takes | Scaling Women&#039;s Wellness: Two Founders, Different Playbooks\" width=\"1250\" height=\"703\" src=\"https:\/\/www.youtube.com\/embed\/tK8vCtdLluc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>How do you build a category people feel uncomfortable talking about?\u00a0<\/p>\n\n\n\n<p>Vikas Bagaria, Co-Founder of Pee Safe, and Ketan Munoth, Co-Founder of Plush, built and scaled India&#8217;s biggest women&#8217;s wellness brands, with two very different playbooks. Here&#8217;s how they did it.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Problem They Both Saw<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Almost 70% of women deal with rashes, redness or irritation. Most women don&#8217;t talk about these problems and assume they are normal. This insight gave Plush an opportunity to solve an unspoken problem and build a scalable category around it.&nbsp;<\/p>\n\n\n\n<p>Pee Safe started with a personal experience. When Vikas Bagaria\u2019s wife suffered from a UTI, he looked deeper into intimate hygiene and found that around 200 million women across the world suffer from UTIs. That insight led to Pee Safe\u2019s first product, a toilet seat sanitizer, one of the first products in its category.&nbsp;<\/p>\n\n\n\n<p>Both founders started with an insight and built on it. The bigger challenge was understanding the consumer well enough to build the right product.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Turning Insight into the Right Product<\/strong>&nbsp;<\/h2>\n\n\n\n<p>For Pee Safe, Vikas Bagaria believed founders had to walk the talk. He wore his first trial panty liners and found ways to make conversations around periods more open.&nbsp;<\/p>\n\n\n\n<p>For Plush, open conversations shaped the product itself. As two male founders, Ketan Munoth and Prince Kapoor needed women to share insights on how the product should be worn, removed and disposed of.&nbsp;<\/p>\n\n\n\n<p>The insight identified the opportunity. These conversations helped them build for it.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Product First, No Shortcuts<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Both founders had clear non-negotiables.&nbsp;<\/p>\n\n\n\n<p>For Pee Safe, it was integrity and compliance. The team took at least six months to launch a product and moved ahead only when it was confident about its quality and compliance.&nbsp;<\/p>\n\n\n\n<p>For Plush, it was product quality. The team spent around 18 months getting the product right through development, manufacturing and user trials. Since testing depended on menstrual cycles, every round of feedback took time.&nbsp;<\/p>\n\n\n\n<p>In a business built on repeat purchases, marketing could bring customers in once, but product quality brought them back. A great product alone, however, doesn&#8217;t win the market.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why Most Brands Fail<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Women\u2019s wellness is a long game. It requires distribution, scale and educating customers on how the product works and what results to expect.&nbsp;<\/p>\n\n\n\n<p>Both founders also identified the risk of becoming a me-too brand. Without continuous innovation, brands can struggle to stand out.&nbsp;<\/p>\n\n\n\n<p>As the category grows, more brands will enter. To stay ahead, brands must build consistently.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Build Where Your Consumers Are<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Pee Safe focused on being omnipresent from day one. It did not wait to reach a certain scale before going offline. It built wherever its consumers were.&nbsp;<\/p>\n\n\n\n<p>Plush also started with an omnichannel approach, with an offline presence in Chennai and Bengaluru alongside its online business.&nbsp;<\/p>\n\n\n\n<p>But the team learnt that offline required consumer pull. Simply being present was not enough. Consumers needed to understand the product and want it.&nbsp;<\/p>\n\n\n\n<p>If Ketan Munoth had to do something differently, he would have made the product story more visible to consumers from the start.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Early Challenges<\/strong>&nbsp;<\/h2>\n\n\n\n<p>The category was difficult to explain, even within the founders&#8217; families.&nbsp;<\/p>\n\n\n\n<p>When Ketan Munoth started Plush, his family avoided saying \u201csanitary napkin\u201d and referred to the business as something related to diapers. Getting the product to the right quality and price point was another challenge. It took 18 months of development, manufacturing and user trials.&nbsp;<\/p>\n\n\n\n<p>For Vikas Bagaria, the brand name itself was a challenge. So was being one of the first men building a women\u2019s intimate hygiene business in 2013.&nbsp;<\/p>\n\n\n\n<p>Both founders had to be patient before the market was ready to scale.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Building With Real User Insights<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Real user insights shaped both businesses.&nbsp;<\/p>\n\n\n\n<p>Around 80% of Plush&#8217;s workforce is women, with products going through testing and feedback. These insights helped the team understand things that lab tests alone could not.&nbsp;<\/p>\n\n\n\n<p>Pee Safe took a different approach. In 2017, Vikas Bagaria made a 19-year-old the company&#8217;s Head of R&amp;D. She was building products for herself and for the world around her.&nbsp;<\/p>\n\n\n\n<p>As Vikas Bagaria put it, it wasn&#8217;t a bold move. It was a smart one. The people closest to the problem can often understand what users need today and what they may need five years from now.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Powering the Business Behind the Growth<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Building the product is only one part of scaling. Businesses also need reliable payment infrastructure to turn customer demand into completed purchases.&nbsp;<\/p>\n\n\n\n<p>PayU helps businesses like Pee Safe and Plush accept payments and drive customer conversion with:&nbsp;<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/payu.in\/payment-gateway\/\">Payment Gateway<\/a><\/strong>: Accept 150+ payment modes with industry-leading success rates, 99.98% uptime and seamless integration across web and app platforms.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>No One Way to Scale<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Two founders. One category. Two very different playbooks.&nbsp;<\/p>\n\n\n\n<p>Vikas Bagaria built Pee Safe&nbsp;by&nbsp;focusing on reaching consumers from the start, building the category and making Pee Safe available wherever they were.&nbsp;Ketan Munoth built Plush by focusing&nbsp;on understanding consumers first, getting the product right and building Plush through repeat purchases.&nbsp;<\/p>\n\n\n\n<p>Both are now building a wider category around women\u2019s health, hygiene and wellness.&nbsp;<\/p>\n\n\n\n<p>Neither founder had a ready-made playbook. They had to build through consumer insight, product quality, compliance, innovation, distribution and patience.&nbsp;<\/p>\n\n\n\n<p>That is what scale looks like. Not one formula, but the ability to understand the problem, keep improving the product and continue building for the long run.&nbsp;<\/p>\n\n\n\n<p>PayU powers businesses like Pee Safe and Plush, so founders can focus on building what comes next.&nbsp;<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/payu.in\/payment-gateway\/\">Grow your business with PayU<\/a><\/strong><\/p>\n ","protected":false},"excerpt":{"rendered":"<p> How do you build a category people feel uncomfortable talking about?\u00a0 Vikas Bagaria, Co-Founder of Pee Safe, and Ketan Munoth, Co-Founder of Plush, built and scaled India&#8217;s biggest women&#8217;s wellness&#8230; <\/p>\n","protected":false},"author":84,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_cs_disable_global_cta_banner":false,"_cs_disable_global_sticky_cta":false,"_cs_sticky_cta_enabled":false,"_cs_sticky_cta":{"heading":"","description":"","buttons":[]}},"categories":[585],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Let&#039;s Talk Scale: 2 Takes | Scaling Women&#039;s Wellness: Two Founders, Different Playbooks - PayU Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/payu.in\/blog\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Let&#039;s Talk Scale: 2 Takes | Scaling Women&#039;s Wellness: Two Founders, Different Playbooks - PayU Blog\" \/>\n<meta property=\"og:description\" content=\"How do you build a category people feel uncomfortable talking about?\u00a0 Vikas Bagaria, Co-Founder of Pee Safe, and Ketan Munoth, Co-Founder of Plush, built and scaled India&#8217;s biggest women&#8217;s wellness...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/payu.in\/blog\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/\" \/>\n<meta property=\"og:site_name\" content=\"PayU Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/PayUind\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-18T12:12:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-18T12:13:35+00:00\" \/>\n<meta name=\"author\" content=\"Nikita Ekka\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@payuind\" \/>\n<meta name=\"twitter:site\" content=\"@payuind\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nikita Ekka\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/\",\"url\":\"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/\",\"name\":\"Let's Talk Scale: 2 Takes | Scaling Women's Wellness: Two Founders, Different Playbooks - PayU Blog\",\"isPartOf\":{\"@id\":\"https:\/\/payu.in\/blog\/#website\"},\"datePublished\":\"2026-08-18T12:12:33+00:00\",\"dateModified\":\"2026-08-18T12:13:35+00:00\",\"author\":{\"@id\":\"https:\/\/payu.in\/blog\/#\/schema\/person\/a20ce79fd4ff1edcb9e22b0b8b64d1d8\"},\"breadcrumb\":{\"@id\":\"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/payu.in\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Success Stories\",\"item\":\"http:\/\/10.10.164.133\/category\/success-stories\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Let&#8217;s Talk Scale: 2 Takes | Scaling Women&#8217;s Wellness: Two Founders, Different Playbooks\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/payu.in\/blog\/#website\",\"url\":\"https:\/\/payu.in\/blog\/\",\"name\":\"PayU Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/payu.in\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/payu.in\/blog\/#\/schema\/person\/a20ce79fd4ff1edcb9e22b0b8b64d1d8\",\"name\":\"Nikita Ekka\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/payu.in\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/4448daa49886616547819223e7d11196?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/4448daa49886616547819223e7d11196?s=96&d=mm&r=g\",\"caption\":\"Nikita Ekka\"},\"sameAs\":[\"http:\/\/payu.in\/blog\"],\"url\":\"https:\/\/payu.in\/blog\/author\/nikita-ekka\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Let's Talk Scale: 2 Takes | Scaling Women's Wellness: Two Founders, Different Playbooks - PayU Blog","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/payu.in\/blog\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/","og_locale":"en_US","og_type":"article","og_title":"Let's Talk Scale: 2 Takes | Scaling Women's Wellness: Two Founders, Different Playbooks - PayU Blog","og_description":"How do you build a category people feel uncomfortable talking about?\u00a0 Vikas Bagaria, Co-Founder of Pee Safe, and Ketan Munoth, Co-Founder of Plush, built and scaled India&#8217;s biggest women&#8217;s wellness...","og_url":"https:\/\/payu.in\/blog\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/","og_site_name":"PayU Blog","article_publisher":"https:\/\/www.facebook.com\/PayUind\/","article_published_time":"2026-08-18T12:12:33+00:00","article_modified_time":"2026-08-18T12:13:35+00:00","author":"Nikita Ekka","twitter_card":"summary_large_image","twitter_creator":"@payuind","twitter_site":"@payuind","twitter_misc":{"Written by":"Nikita Ekka","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/","url":"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/","name":"Let's Talk Scale: 2 Takes | Scaling Women's Wellness: Two Founders, Different Playbooks - PayU Blog","isPartOf":{"@id":"https:\/\/payu.in\/blog\/#website"},"datePublished":"2026-08-18T12:12:33+00:00","dateModified":"2026-08-18T12:13:35+00:00","author":{"@id":"https:\/\/payu.in\/blog\/#\/schema\/person\/a20ce79fd4ff1edcb9e22b0b8b64d1d8"},"breadcrumb":{"@id":"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/10.10.164.133\/lets-talk-scale-2-takes-scaling-womens-wellness-two-founders-different-playbooks\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/payu.in\/blog\/"},{"@type":"ListItem","position":2,"name":"Success Stories","item":"http:\/\/10.10.164.133\/category\/success-stories\/"},{"@type":"ListItem","position":3,"name":"Let&#8217;s Talk Scale: 2 Takes | Scaling Women&#8217;s Wellness: Two Founders, Different Playbooks"}]},{"@type":"WebSite","@id":"https:\/\/payu.in\/blog\/#website","url":"https:\/\/payu.in\/blog\/","name":"PayU Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/payu.in\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/payu.in\/blog\/#\/schema\/person\/a20ce79fd4ff1edcb9e22b0b8b64d1d8","name":"Nikita Ekka","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/payu.in\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/4448daa49886616547819223e7d11196?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4448daa49886616547819223e7d11196?s=96&d=mm&r=g","caption":"Nikita Ekka"},"sameAs":["http:\/\/payu.in\/blog"],"url":"https:\/\/payu.in\/blog\/author\/nikita-ekka\/"}]}},"_links":{"self":[{"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/posts\/15996"}],"collection":[{"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/users\/84"}],"replies":[{"embeddable":true,"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/comments?post=15996"}],"version-history":[{"count":3,"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/posts\/15996\/revisions"}],"predecessor-version":[{"id":16041,"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/posts\/15996\/revisions\/16041"}],"wp:attachment":[{"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/media?parent=15996"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/categories?post=15996"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/payu.in\/blog\/wp-json\/wp\/v2\/tags?post=15996"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}