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Peebuddy: ladies, it’s time to stand-up!

Sondhi Neena (International Management Institute, New Delhi, India)
Basu Rituparna (International Management Institute – Kolkata, Kolkata, India)

Publication date: 3 November 2020


Supplementary materials

Teaching Note and Exhibits.

Learning outcomes

The learning outcomes are as follows. The case offers a rare opportunity to understand the unique market dynamics of feminine health and hygiene products in an emerging market. The discussion would enable learners to comprehend different stages of “new product development process”; understand “diffusion of innovation” and consumer adoption process; conduct a comprehensive situation analysis to assess segment attractiveness; and plan market-driven “product commercialization” strategies to increase adoption and sales for long-term performance.

Case overview/synopsis

Peebuddy – “India’s first portable female urination device” that gave women the freedom to stand and pee in unfriendly toilets was launched in 2015. Over two million units were sold by December 2019. Riding on this success, Deep Bajaj – the creator of Peebuddy built a 20-product company from a small bootstrapped start-up, over a four-year period. After receiving two rounds of funding, Bajaj knew that for the next phase of expansion, he needed to showcase Peebuddy as the star product. Facing the challenge of getting over the chasm of limited adoption of an unconventional product in the intimate feminine hygiene and almost taboo space in an emerging market such as India, Bajaj was determined to retain the first mover advantage and emerge as the leader in the category. For this, he had to define his lead user distinctly and design appropriate strategies to increase consumer reach and sales that could overcome the challenges of cultural stereotypes.

Complexity academic level

MBA-level courses in marketing management (core), consumer behavior and product management.

Subject code

CSS 8: Marketing.



The authors’ wish to acknowledge the support of Deep Bajaj, CEO and Founder of Sirona Hygiene Pvt Ltd., who has provided all the necessary information over rounds of interview that has helped in writing this case.

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.


Neena, S. and Rituparna, B. (2020), "Peebuddy: ladies, it’s time to stand-up!", , Vol. 10 No. 4.



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