PetStrong secures maiden funding from Auxano Capital to address nutrition deficiency in Indian pet diet

PetStrong, a Gurugram-based pet food company focused on the Indian market, has announced the completion of its latest funding round led by Auxano Capital with participation from CXOs from various Industries. While the investment amount has not been disclosed, this funding is crucial for enhancing pet health across the country, specifically targeting the protein deficiency in pet diets; linked to shorter life expectancy and increased health complications among India’s 30 million pets. 

The recent funding will allow PetStrong to accelerate product research, expand manufacturing capabilities, and broaden its distribution network to reach pet owners in major cities and smaller towns. The company aims to bridge the gap in Indian pet dietary practices by offering affordable, high-protein products catering to local pets’ nutritional needs. Despite the growing number of pet owners, many still rely on vegetarian home-cooked meals that often lack essential nutrients like protein.

Recognising that affordability is a top concern for pet owners, the company has developed a range of offerings, including meal boosters, fresh food, gravy food, and functional supplements, all aimed at providing high-protein diets at accessible price points.

“As the Indian pet care market matures, it’s not just about formulating high-quality pet food; the challenge lies in delivering this nutrition at price points that resonate with the diverse needs of Indian pet owners,” said Nisheeth Kumar, Co-Founder of PetStrong. “This funding is instrumental in scaling up our manufacturing capabilities and enhancing our supply chain efficiency. It also enables us to innovate with tools like our Dog Nutrition Calculator, which helps pet owners create personalized, health-focused meal plans for their pets. By addressing the unique dietary needs of Indian pets, we’re ensuring that PetStrong is at the forefront of the industry’s transformation.”

Commenting on the new funding, Brijesh Damodaran, Partner, Auxano, stated, "India's pet food industry is at a pivotal juncture, with rising awareness around the importance of balanced, protein-rich diets for pets. However, accessibility and affordability of high-quality nutrition remain significant barriers. With this funding, we’re equipped to expand our distribution network and product offerings, actively combating diet-related health issues among pets while making premium nutrition more attainable across a wider consumer base."

The pet care market presents a significant opportunity due to its current under-penetration in consumer spending. In developed markets, almost 80% of Pet Parents actively participate in the Pet Food Market, while in India, due to the lack of awareness and availability of the right products, only 25% of Pet Parents participate in the Pet Food market. This highlights a clear need for growth, as the total market is projected to reach INR 20,000 crores by 2030. In this landscape, PetStrong with its mission of “Pet Parenting, the Indian Way” is well-positioned to meet evolving consumer demands, offering innovative solutions that enhance pet health and wellness while driving responsible pet ownership. As the market matures, PetStrong’s commitment to quality will be crucial in shaping the future of pet care in India.