Before FurJeevan became a brand, it began with a bowl. A simple stainless steel bowl placed at the corner of a street in Bangalore, filled with food for one of the many dogs we had been feeding over the years. One bowl soon became three, and over time, we were feeding more than twenty dogs across the neighborhood. That quiet routine turned into a purpose. And eventually, that purpose became a business.
FurJeevan is a direct-to-consumer pet essentials brand launching from Bangalore this August. The name means a life with fur, a simple yet powerful reminder to honor the soul of every furry being and the life they deserve. Whether a dog lives on a couch or under a tea stall, its life still matters.
We are choosing to begin differently. Before we release our first product, we are launching something more important: our intent. Every FurJeevan order feeds a street dog. This is not a marketing campaign or a donation drive. It is built into our business model from day one.
A BRAND ROOTED IN REAL-LIFE CARE
Indias pet care market is growing fast, with total spending estimated at USD 3.6 billion in 2024, projected to double by 2028. While offline retail continues to dominate, a significant shift is underway, especially in pet food, where the online share is expected to reach 32 percent by 2025. Even in 2024, only 6 to 8 percent of pet care spending occurred online, showing the potential that digitalfirst brands can tap into.
FurJeevan was created to bridge a clear gap in Indias pet care market: the disconnect between rising consumer demand and the lack of modern, purpose-led D2C brands. While traditional retail still dominates, more pet parents are seeking convenient, thoughtful, and design-led essentials online. Yet, much of the market remains unorganized, product quality is inconsistent, and few brands speak to todays conscious pet owner.
FurJeevan is stepping into this space with a digital-first approach. We offer high-quality, India-made products tailored for local needs, delivered through an intuitive online experience. From functional design to responsible sourcing and inclusive
sizing, we are building a brand that matches the expectations of a new generation of pet parents who want more than just a product. They want reliability, intent, and ease.
THE BOWL PROGRAM: QUIET IMPACT, BUILT IN
The FurJeevan Bowl Program is simple at heart. For every product we sell, a portion goes directly toward feeding a street dog. It is not a limited-time campaign or a seasonal initiative. It is woven into how we operate, from pricing to purpose.
During our pilot in Bangalore, we saw something quietly powerful. As bowls appeared in the same spots each day, dogs began to trust again. They waited. They remembered. In time, something unexpected happened. Neighbors began refilling the bowls on their own. What started as one persons routine slowly grew into a shared habit of care. That is the kind of ripple effect we want to create: quiet, consistent, and deeply human.
STAYING TRUE TO PURPOSE
FurJeevan is a bootstrapped venture, allowing us to stay deeply rooted in our values. We are not chasing trends or competing in the luxury segment. We are building slowly and meaningfully, with compassion at the center of commerce.
In the months ahead, we plan to expand our range to include collars, leashes, feeding kits, and more. All our products are made in India and designed with both pet parents and street animal caregivers in mind. We are also introducing inclusive sizing, especially for Indian street breeds that are often left out of standard charts.
WHATS LAUNCHING FIRST
• Cooling T-Shirt: Moisture-wicking, quick-dry fabric for hot climates Calming T-Shirt: Snug-fit design with light compression to reduce anxiety
• Reflective T-Shirt: Visibilityfocused wear for evening walks
• Custom ID Tags: Premium handcrafted brass ID tags, engraved and built to last
• Limited Edition Artist Collabs: Small-batch collections designed by Indian illustrators, tattoo artists, and indie creators (limited to 100 to 200 pieces per launch)
• The FurJeevan Bowl Program: Live and active from day one
• Pawsitive News: A recurring content series spotlighting heartwarming pet stories from India
• Pawstcard: An Instagram storytelling format featuring real street dog tales, written as fictional letters
PARTNERING WITH FLUFFYNUT FOUNDATION
FurJeevan is proud to partner with the FluffyNut Foundation, a Bangalore-based animal welfare initiative under The Indie Guardians Trust.
Founded in 2016 after witnessing the challenges faced by grassroots animal caregivers, FluffyNut Foundation is a volunteer-driven organization committed to supporting foster parents, community feeders, and rescuers, especially those struggling with financial constraints. Their work is sustained through fundraising efforts and connections with donors who help provide essentials like food, medicine, and shelter support. Beyond direct aid, FluffyNut also plays a vital role in spreading awareness through community outreach and volunteer programs at shelters across the city.
As part of a new partnership, FurJeevan will support their feeding efforts through its Bowl Program, where every customer order contributes to a meal for a street dog.
To support or collaborate with the FluffyNut Foundation, contact: fluffynutfoundation@gmail.com +91 81475 14755
FOLLOW OUR JOURNEY
Instagram: @furjeevan
LinkedIn: The FurJeevan Co.
GET IN TOUCH
General enquiries:
hello@furjeevan.com
Partnerships: malarvannan@ furjeevan.com, partners@furjeevan.com