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Pawtrition Logo

Premium Pet Nutrition Brand

From Marketplace Validation to Premium Manufacturing

Investment Opportunity: ₹1 Crore Valuation

Market Entry: January 2026

pawtrition.in

pawtritionindia@gmail.com
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Market Opportunity

Indian Pet Care Market:
₹7,500 Crore by 2027

Market Size Growth (₹ Crore)

₹8,000 ₹6,000 ₹4,000 ₹2,000 ₹0
2019
2021
2024
2025
2027

31 Million Pet Households

Growing at 11% year-over-year

62% Millennial Pet Parents

Ages 25-40, digital-first buyers

40% Premium Willingness

Ready to pay 2x for quality nutrition

₹850 Cr Quick-Commerce

Largely unaddressed premium segment

18-20%
Industry CAGR
25-30%
Premium Segment CAGR
Fastest Growing
₹2,000+ Cr
Untapped White-Label Gap

Our Journey

Pawtrition Competitive Advantage

Phase 1 — Current

Marketplace Validation ✓

  • Active marketplace: pawtrition.in
  • 1,000+ SKUs across 12+ brands
  • Operational e-commerce infrastructure
  • Deep customer buying insights
  • 20+ brand supplier relationships
Phase 2 — Investment Focus

Premium Brand Launch

  • Launch 15-20 hero SKUs
  • 20-25% below international brands
  • White-label FSSAI certified
  • 38-48% gross margin target
  • D2C + Quick-commerce focus
Phase 3 — 12-18 Months

Market Leadership

  • 30-40 branded products
  • 10+ city quick-commerce
  • ₹4-5 Cr revenue run rate
  • Premium segment positioning
  • B2B vet partnerships (Y2)

Our Unique Moats

Brand Psychology

21-34% CTR uplift (marketplace tested)

Customer Data

2+ years buying pattern insights

Unit Economics

38-48% margin, 2.5-3:1 ROAS target

Manufacturer Lock-In

20-30% cost advantage at scale

Quick-Commerce First

Platform-dependent delivery speed

Repeat Psychology

15-20% monthly repurchase target

Current Operations

Marketplace Performance Dashboard

Portfolio Overview

1,000+
Total SKUs
4
Categories
13+
Premium Brands
20+
Supplier Partners

Category Breakdown

Category SKUs Margin Priority
🐕 Dog Nutrition 450+ 48-55% ★★★★★
🐈 Cat Nutrition 380+ 50-58% ★★★★★
🎾 Accessories 120+ 45-50% ★★★
💊 Health/Wellness 50+ 60-70% ★★★★

Pawtrition Target Positioning

Dog Food (Per Kg)

Budget
₹150-300
Pawtrition
₹350-400
Premium
₹400-800 Ultra
₹1,000+

Cat Food (Per Pouch)

Budget
₹25-30
Pawtrition
₹35-42
Premium
₹50-70

Market Intelligence

Premium segment growing 3x faster
Wet food: 45% higher margins
Treats: 35% monthly repeat rate
Top 20% SKUs = 65% revenue
Quick-commerce formats outperform

Product Launch

Phase 1 Launch: 15-20 Hero SKUs

🐕

Dog Nutrition

10-12 SKUs

  • Premium Dry Food (4 variants)
  • Gourmet Wet Food Pouches
  • Chicken Jerky Strips
  • Dental Chew Sticks
  • Training Treat Bites
₹350-400/kg
40-48% margin
🐈

Cat Nutrition

8-10 SKUs

  • Tuna in Jelly (70g pouches)
  • Chicken in Gravy
  • Ocean Fish Medley
  • Tuna Jerky Strips
  • Creamy Lickable Treats
₹35-42/pouch
50-55% margin
💊

Supplements

3-5 SKUs (Phase 1.5)

  • Joint Support Tablets
  • Multivitamin Syrup
  • Omega-3 Coat Supplement
  • Digestive Health
  • Immunity Booster
₹450-850/unit
60-65% margin

Manufacturing Partners

Domestic FSSAI Certified, Export Quality

Pet Food Partner

500 MT/month (shared)

FSSAI, ISO 22000

₹120-150/kg dry

Treats & Chews

200 MT/month capacity

Export certified

₹35-45/pack

Supplements

50 MT/month capacity

GMP Veterinary-grade

₹120-180/unit

Competitive Analysis

Competitive Positioning: The Sweet Spot

QUALITY
PRICE
Premium International
Royal Canin ₹850/kg
Farmina ₹550/kg
Budget Mass
Pedigree ₹220/kg
Drools ₹280/kg
PAWTRITION ₹350-400/kg
Sweet Spot 25-30% CAGR
Brand Price/kg Distribution Weakness Our Advantage
Pedigree ₹220 Retail-heavy Low quality perception 28% protein vs 18%
Drools ₹280 Emerging e-comm Weak digital presence 2+ years customer data edge
Farmina ₹550 Limited online Premium price, slow delivery 30% cheaper, Q-comm enabled
Royal Canin ₹850 Vet clinics only Very expensive 30% lower price point

Financial Model

Unit Economics: 40% Gross Margin

Per-Unit Breakdown: Wet Food Pouch (70g)

₹42.00
MRP
-₹5.50
Platform
₹36.50
Net Price
-₹17.00
COGS
-₹6.91
Variable
₹12.59
Gross Profit
34.5% Launch Margin

Margin Improvement at Scale

Launch Month 1-3
Mfg Cost ₹12.50
COGS ₹17.00
Gross Margin 34.5%
Growth Month 4-6
Mfg Cost ₹11.25
COGS ₹15.35
Gross Margin 40%
Scale Month 7-12
Mfg Cost ₹9.40
COGS ₹13.10
Gross Margin 46%

Category Gross Margins

Wet Food
52-58%
★★★★★
Treats
55-60%
★★★★★
Dry Food
45-50%
★★★
Supplements
60-65%
★★★★

Marketing Strategy

Customer Acquisition: 1.8:1 Launch ROAS

Channel Budget Allocation

₹85.9L Year 1
Meta Ads 40%
Google Ads 30%
Quick-Comm 15%
Content/SEO 10%
Influencer 5%

Meta Ads

CAC: ₹320
CTR3.5-4.2%
Conv.2.5%
ROAS5:1

Google Ads

CAC: ₹280
CPC₹15-25
Conv.3.2%
ROAS4.5:1

Quick-Commerce

CAC: ₹180
AOV+40%
Impulse60%
ROAS6:1

ROAS & LTV Progression

M1-3
1.8:1
CAC: ₹900 LTV:CAC: 4:1
M4-6
2.5:1
CAC: ₹600 LTV:CAC: 6:1
M7-12
3.3:1
CAC: ₹450 LTV:CAC: 8:1
Customer Lifetime Value (12-mo) ₹3,600
Payback Period 4-5 months

Financial Projections

12-Month Forecast: ₹1.5 Cr Revenue

Monthly Revenue Growth

Revenue EBITDA
₹15L
₹30L
₹45L
₹60L
M1M2M3M4M5M6M7M8M9M10M11M12
Break-Even: Month 10-12
₹1.5 Cr
Total Revenue
18,500
Total Orders
8,200
Customers
(₹18L)
EBITDA
Growth Burn
Month Revenue Orders AOV CAC ROAS EBITDA
M1₹3L280₹530₹9001.8:1(₹2.8L)
M3₹5.5L550₹600₹7502.0:1(₹2.2L)
M6₹9L1,000₹700₹6002.5:1(₹1.2L)
M9₹14L1,800₹800₹5003.0:1(₹0.4L)
M10₹16L2,100₹850₹4803.2:1₹0.2L
M12₹22L2,800₹950₹4503.3:1₹1.5L

Growth Trajectory

3-Year Vision: ₹12 Cr by Year 3

YEAR 1 Brand Establishment
₹1.5 Cr
  • Launch 15-20 SKUs
  • 5 metro cities
  • 8,200 customers
  • EBITDA: (12%)
Valuation ₹4-5 Cr 4-5x Return
233%
YEAR 2 Category Expansion
₹5 Cr
  • 30-40 SKUs
  • 10+ cities
  • Subscription launch
  • EBITDA: 8-12%
Valuation ₹15-20 Cr Series A Ready
140%
YEAR 3 Market Leadership
₹12 Cr
  • 50+ SKUs
  • 15+ cities
  • B2B vet partnerships
  • EBITDA: 15-18%
Valuation ₹40-50 Cr 4-5x Revenue

Exit Scenarios (Year 3-5)

Strategic Acquisition

Mars / Nestlé / ITC

₹50-70 Cr

PE/VC Round

Series A/B

₹40-60 Cr

Profitability Path

Dividend distributions

Year 3+

Investment Opportunity

Company Valuation: ₹1 Crore

Use of Funds (₹80L)

Inventory & Production ₹40 Lakhs 15-20 SKU launch stock
Marketing & CAC ₹35 Lakhs Meta, Google, Q-comm ads
Team & Hiring ₹15 Lakhs Marketing Mgr + Ops Lead
Tech & Operations ₹10 Lakhs Platform + logistics

Investment Options

OPTION A

Majority Acquisition

80% Equity Sale
₹80L Investment

Full operational control. Founder retains 20% with advisory role. 6-8 month runway to break-even.

OPTION B

Marketing Partnership

20% Equity Stake
₹20L Marketing Budget

Fuel growth with marketing capital. Founder leads operations.

Projected Returns (3-5 Years)

Conservative
10x

Year 3-4

Base Case
15x

Year 3-5

Optimistic
20x

Year 3-5

EBITDA Positive: Month 10-12 | Year 3 Exit: ₹40-50 Cr

Risk Management

Risk Analysis & Mitigation

IMPACT PROBABILITY
Regulatory
Manufacturing
Market Adoption
Competition
Logistics
Team
HIGH

Inventory & Cash Flow

₹15-25L tied in inventory; monthly burn ₹4-6L

Pre-orders for 30% production, 90-day turnover cycle, breakeven by M10 or raise Series A by M8
MEDIUM

Competition Response

Established brands launch similar products

6-month lead time for competitors, brand equity, customer data advantage from 2+ years operation
MEDIUM

Platform Commissions

Q-commerce 18-22% commission reduces margin

D2C focus (60% channel), pricing baked in, 3-5% returns provision included
CRITICAL

Regulatory Compliance

Food safety compliance issues

FSSAI registration completed, manufacturing partner ISO 22000 certified, product liability insurance

Sensitivity Analysis

If Revenue 70% of Base Revenue: ₹1.05 Cr Cash-positive M14
If CAC +20% EBITDA: (₹24L) Break-even M12-14
If Margin 35% vs 40% EBITDA: (₹25L) Runway extends

Launch Strategy

Go-To-Market: Q1 Focus

MONTH 1 Foundation & Soft Launch
Week 1-2
  • Finalize 3 manufacturing orders
  • Quick-commerce listings live
  • Hire marketing manager
Week 3-4
  • Soft launch to existing customers
  • 500-unit influencer pilot
  • Meta ads soft test (₹5L)
Target: ₹3L Revenue (280 orders)
MONTH 2 Full Launch & Acceleration
Week 1-2
  • Press release / media outreach
  • 20-25 influencer partnerships
  • Launch Meta/Google campaigns
Week 3-4
  • A/B test creative assets
  • Retargeting campaigns live
  • 25% cart abandonment recovery
Target: ₹4.2L Revenue (400 orders)
MONTH 3 Channel Expansion
Week 1-2
  • Quick-commerce optimization
  • Platform-specific bundles
  • Subscription pilot launch
Week 3-4
  • SEO blog content (5-10 articles)
  • YouTube channel launch
  • Referral program live
Target: ₹5.5L Revenue (550 orders)

Channel Activation Timeline

Website
Quick-Commerce
Social/Influencer
SEO/Content

Leadership

Team & Advisory Board

EA - Co-Founder & CTO

Tech & Product Lead

Coding & Development App Development AI & Automation E-Commerce Tech
  • Built pawtrition.in platform
  • Full-stack development expertise
  • Supplier relationship management
  • Q-commerce integration lead

Harsh (HB) - Co-Founder & CMO

Brand & Growth Lead

Branding Strategy Digital Marketing Customer Acquisition Content & Social
  • Brand identity & positioning
  • Marketing strategy & execution
  • Customer relationship management
  • Q-commerce partnerships

Advisory Board (Building)

Veterinarian

Product Formulation & Credibility

Seeking: Pet nutrition specialist

D2C Expert

Growth Strategy & Unit Economics

In discussions with 2 candidates

Supply Chain

Manufacturing & Procurement

FMCG background preferred

Year 1 Team Structure

EA - CTO
Harsh - CMO
Marketing Manager Month 1 Hire
Operations Month 3 Hire
Customer Service Month 2 (Part-time)
Content Creator Freelance

Validation

Market Traction & Early Proof

Marketplace Performance

1,000+ Active SKUs
13+ Premium Brands
20+ Supplier Partners
Live pawtrition.in

Pre-Launch Validation

3 manufacturers confirmed inventory readiness
Bulk pricing validated (₹12-15/unit wet food)
Quality certifications verified (FSSAI, ISO)
Quick-commerce listings approved
Brand psychology system tested (21-34% CTR uplift in marketplace)

Marketplace Customer Feedback

★★★★★

"Pawtrition's nutrition consultation helped me understand exactly what my Golden Retriever needs. Their expert guidance has been invaluable!"

— Verified Marketplace Customer, Delhi
★★★★★

"The curated product recommendations from Pawtrition are spot-on. They helped me find premium food that my picky cat actually enjoys."

— Verified Marketplace Customer, Bangalore
★★★★☆

"Good selection of products and helpful customer service. Looking forward to trying their branded products when available."

— Verified Marketplace Customer, Mumbai

Prospective Platforms to Integrate

Blinkit Prospective
Swiggy Prospective
Zepto Prospective
BigBasket Prospective

Brand Strategy

Marketing & Brand Psychology

Color Psychology System

Primary Red #FE001B

Urgency, appetite, health signals

21-34% CTR uplift

Gold #D4A574

Premium, trust, sophistication

18% price justification

Navy #1C1C1C

Authority, credibility, trust

WCAG AAA (9.21:1)

Customer Journey

Awareness Meta/Google Ads, Influencers 65%
Consideration Product Pages, Reviews, Blog 40%
Decision Limited Offers, Free Shipping 25%
Retention Subscription, Loyalty, Email 35% repeat

Content Pillars

Nutrition Science

1 post/week

Pet Wellness

1 post/week

Breed Guides

1 post/week

Customer Stories

2 posts/week

Brand Positioning

"Premium Pet Nutrition Made Accessible"
Transparency Science-Backed Community Innovation

Competitive Moats

Defensibility & Long-Term Moats

★★★★★ Extremely High

Customer Data Moat

Deep insights on buying patterns, repeat rates, price sensitivity from 2+ years marketplace operation

Non-replicable without years of operation
★★★★☆ Very High

Manufacturer Relationships

Exclusive contracts, negotiated bulk rates, custom formulations unavailable to competitors

30-40% cost advantage at scale
★★★★☆ Very High

Brand Psychology System

Proprietary design system with proven 21-34% CTR uplift, emotional connection built over time

Customer acquisition efficiency
★★★☆☆ High

Quick-Commerce Network

First-mover advantage in premium pet nutrition, quick-commerce enables friction-free repeat purchases

Treats category 15-20% monthly repeat target

Moat Strength Over Time

Year 1
MODERATE-HIGH
Year 2
VERY HIGH
Year 3
⭐ EXCEPTIONAL (Exit-Ready)

Growth Pathways

Scalability: Geographic & Product

Geographic Expansion

Year 1 5 Metros

Delhi NCR, Mumbai, Bangalore, Hyderabad, Pune

Year 2 15+ Cities

Tier-2 expansion: Chandigarh, Jaipur, Chennai, Kochi

Year 3 Pan-India

20+ cities, 80% urban coverage, export pilot

Product Expansion Roadmap

Y1
15-20 SKUs
Y2
40-50 SKUs
Y3
75+ SKUs
Wet Food Core Launch
Treats Q2 Y1
Dry Food Y2
Supplements Y2
Accessories Y3
Export Y3

Growth Pathways

Scalability: Channels & Economics

Channel Evolution

Year 1
60%
25%
15%
Year 2
45%
35%
20%
Year 3
35%
40%
25%
Website Quick-Commerce B2B/Subscription

Unit Economics at Scale

Year 1
Mfg: ₹12.50/unit Margin: 52% CAC: ₹290
→
Year 2
Mfg: ₹10.20 (-18%) Margin: 54% CAC: ₹185 (-36%)
→
Year 3
Mfg: ₹8.50 (-32%) Margin: 56% CAC: ₹140 (-52%)

Financial Summary

Valuation & Returns

3-Year Financial Summary

Metric Year 1 Year 2 Year 3
Revenue ₹1.5 Cr ₹5 Cr ₹12 Cr
Gross Margin 40% 45% 48%
EBITDA (₹18L) ₹50L ₹1.8 Cr
EBITDA Margin (12%) 10% 15%
Status Growth Burn Break-even+ Profitable

Valuation Growth Trajectory

Current ₹1 Cr Today
Year 1 ₹4-5 Cr 4-5x
Year 2 ₹15-20 Cr 15-20x
Year 3 ₹40-50 Cr 10-20x (3-5y)

Return Scenarios

Year 1
Year 2
Year 3
Conservative
3x
8x
15x
Base Case
4-5x
15-20x
40-50x
Optimistic
6x
25x
60x

Exit Strategies (Year 3-5)

Strategic Acquisition

Mars / Nestlé / ITC

₹50-70 Cr

PE/VC Round

Series A/B Investment

₹40-60 Cr

Profitability

Dividend Distributions

Year 3+

Partnership

Investment Options

Deal Structure

Company Valuation ₹1 Crore
Option A: Acquisition 80% Equity @ ₹80 Lakhs
Option B: Partnership 20% Equity @ ₹20 Lakhs
Instrument Direct Equity / SAFE

Partnership Expectations

Quarterly investor updates with detailed P&L
Annual in-person strategy meetings
Value-add: manufacturer intros, talent sourcing
Exit discussions starting Year 2

Monthly KPI Tracking

Revenue

  • Monthly revenue by channel
  • Average order value
  • Customer acquisition cost

Growth

  • New customer count
  • Repeat purchase rate
  • LTV progression

Profitability

  • Gross margin %
  • EBITDA & margin
  • Payback period

Milestones & Timeline

M6 ₹9L+ Monthly Revenue
M10 EBITDA Positive
M12 ₹22L Monthly / 4-5x Val
Y2 Series A / Exit Option

Why Invest in
Pawtrition?

Valuation ₹1 Crore
Option A 80% @ ₹80L
Option B 20% @ ₹20L
Exit (Y3-5) ₹40-50 Cr

Key Investment Highlights

Tech platform already built — ₹25L+ development value
Marketplace PMF — 2+ years operations, 60% repeat rate
Premium positioning — 40% gross margin target, 2.5-3:1 ROAS
Defensible moats — manufacturer relationships, customer data
Realistic path — EBITDA positive Month 10-12
Clear exit — 10-20x returns in 3-5 years

Let's Start the
Conversation

Next Steps

1

Schedule Deep Dive

30-45 minute discussion

2

Due Diligence

Financial projections & data room

3

Investment Decision

Within 4 weeks

Schedule a Call
🐾 PAWTRITION

"Making Premium Pet Nutrition
Accessible to Every Pet Parent in India"

Thank You

Let's create something extraordinary together.

pawtrition.in
pawtritionindia@gmail.com
@pawtrition.in
Get In Touch

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