A Gurugram based pet care start-up, Cannis Lupus Services India, has an interesting news to share with the pet care fraternity; it has welcomed on board a leading fast moving consumer goods (FMCG) company ‘Emami’ that operates in personal care and healthcare segment. Owing to its strategy of targeting the new-age D2C commerce and to make a splash in the nascent pet care space, Emami has announced 30 percent stake acquisition in Cannis Lupus Services India, which houses the brand Fur Ball Story. This amazing move will definitely leverage Cannis Lupus’ experience in the industry and will enable Emami to take a plunge in the space without having to build the infrastructure from ground up. 

The growing rage of natural and chemical free products for pets has paved a way for Emami and Cannis Lupus to come up with an exclusive range of unique Ayurvedic products for well-being of the pets. Cannis Lupus under the brand ‘Fur Ball Story’ would thus be focusing on the fast-growing pet care segment with its Ayurvedic range of solutions for common and recurrent ailments in pets, especially dogs.

Founded in 2019 by Animesh Katiyar and Srishti Sharma, Cannis Lupus has witnessed consistent growth in its turnover since its inception. This collaboration proves to be yet another feather in its cap. Expressing his joy on the occasion, Animesh Katiyar said, “We are excited to have Emami Limited on board with us. I have closely been associated with pets for long and am extremely passionate about them.The mindset of people in India is changing fast from being just pet owners to pet parents and as a result, they are today more concerned about their pet-children’s well-being. Animals in their natural habitat heal themselves with whatever is available in nature. This is a natural process. However, the products available in the market currently are full of toxic chemicals, which harm pets in the long run. Fur Ball Story is our attempt to address this problem by providing Ayurvedic solutions.”

Emami Group is one of the major FMCG companies in the country with a market cap of more than INR 20,000 Cr. Explaining the motivation behind this acquisition, its Vice Chairman and Managing Director, Harsha V Agarwal said, “The pet care segment in India is witnessing rapid growth. Now, with rising disposable income, more people are getting house pets, especially dogs. Further, with increasing awareness of the psychological & physical benefits of having a pet at home, people have started gradually identifying themselves as ‘pet parents’ rather than being just ‘pet owners’. They are also looking for best treatments for common ailments faced by their pets, especially in the form of ayurvedic and herbal remedies. The brand, Fur Ball Story, would thus be a breath of fresh air for the emerging consumer needs and aspirations.”

Lately, pet care startups have been attracting a lot of interest from the investors, drawing in huge sums of capital to scale up their operations catering to the growing demand of natural products for the pets. Such collaborations and developments are sure to change the face of our Indian pet care industry and we should be ready to witness a new-age natural and chemical free India. According to a report titled ‘India Pet Care Market Outlook, 2021-26’ by Bonafide Research, India’s pet care market is projected to cross the INR 7,500 cr mark by 2026, led by an increasing demand for such products.