Pee Safe Co-Founder Rithish Kumar Launches Within for Women's Health

By: Women Entrepreneurs Review Team | Thursday, 29 October 2026

Rithish Kumar, co-founder of women's hygiene and personal care brand Pee Safe, is expanding into nutraceuticals with the launch of within, targeting gut health, metabolism, menstrual wellness and hormonal changes. Rithish says that the company's target is to expand its revenue to around ₹100 crore in the coming three years, and explore the market for products beyond hygiene and personal care that cater to the changing needs of women at various stages of life.

Speaking to Mint in an interview, Rithish said the choice to move into nutraceuticals was a reflection of a more comprehensive understanding of the healthcare needs of women. “At Pee Safe, our philosophy has always been to find the problems women have become accustomed to and work around these challenges. Over the years, we have realised that there are more issues in women's health than just hygiene.”

The first three products in the brand's portfolio are Inner Bloom for gut and intimate wellness, Lean Mode for metabolism management and appetite control and Her Rhythm for menstrual and hormonal wellness.

According to Rithish, The key concept behind the brand's formulas, is to use a formulation based on a particular health concern, not just a single ingredient or a general wellness statement.

Key Highlights

• Pee Safe co-founder Rithish Kumar launches Within for women's wellness
• Within targets ₹100 crore revenue potential within three years
• Initial products address gut health, metabolism and menstrual wellness

Rithish believes women's wellness products need to respond more closely to the specific concerns women experience throughout their lives. With consumers navigating conflicting health information and a growing range of supplements, Within intends to develop products around identified needs and scientific research.

"The category is crowded, but we believe there is still a significant gap between the solutions available and the specific needs of women. A lot of wellness products are built around individual ingredients or broad benefits. We want to start with the health concern, understand the science behind it, and formulate products around that need," Rithish said.

The products range in price from ₹800 to ₹1,500 and will be stocked in the brand's own direct-to-consumer (D2C) website and digital platforms such as Amazon. The initiative of online-first is designed to drive the company to gain insights into consumer behaviour, collect customer feedback and establish consumer relationships with women consumers prior to distribution expansion.

Rithish added that Within would gradually expand across relevant digital platforms, drawing on the distribution capabilities already established by Pee Safe.

Within's vision for expansion is a sign that it is interested in supporting women beyond menstrual wellness and regular supplementation. The brand is looking for future products which could target stress management, recovery as well as perimenopause and menopause issues, a subject that could become more significant at various stages of life.

"Women's health evolves considerably across life stages, and we want Within to reflect that," Rithish said.

The expansion of the portfolio could give the brand a foothold in addressing a broader spectrum of women's health issues, spanning from gut health to ageing and hormones. Consumer trust, repeat purchases, product development and general distribution, however, will determine how it grows. The ₹100 crore revenue target in the coming three years is aimed at creating a sustainable company and not at short cuts. "We want to pursue that growth with a sustainable business model, rather than prioritising scale at any cost," Rithish noted.