Pee Safe has launched #PlayInComfort, a Menstrual Hygiene Day campaign featuring Indian cricket star Smriti Mandhana, aimed at addressing one of sport’s most overlooked challenges – menstruation-related dropout among adolescent girls.
The initiative shines a light on the silent barriers that cause young girls to step away from sports once they begin menstruating. Menstrual discomfort, fear of leakage, limited product access, and a persistent lack of awareness are identified as key factors contributing to this dropout – a reality the brand seeks to actively dismantle through open conversation and targeted awareness.
Mandhana joins the campaign as a powerful symbol of sporting confidence and continuity, partnering with Pee Safe to normalise menstruation within sports environments and encourage young girls to pursue physical activities without hesitation or shame.
Vikas Bagaria, Founder of Pee Safe, emphasised that talent and ambition are rarely the reason girls leave sport – silence and stigma are. He noted that Pee Safe has conducted over 370 dedicated menstrual awareness and hygiene sessions across 90-plus cities in India, reinforcing the brand’s long-standing commitment to making menstrual health conversations more accessible, better informed, and stigma-free.
The campaign also underscores the urgent need for comfortable, reliable menstrual hygiene products specifically suited for girls engaged in sports and physical activity – a segment that remains significantly underserved.
Launched on Menstrual Hygiene Day, #PlayInComfort positions Pee Safe at the intersection of women’s health, sport, and social change.
