Ayurveda for pets? This startup is winning India’s $347M petcare market with its organic products

Adopting a pet today is like one step towards nesting. It requires the same attention and care that one would put in if they had embraced parenthood – the best of healthcare, veterinarian-approved foods and medicines, and quality grooming and bathing products for your four-legged family members.

While most pet owners do keep the food and medicines in mind, what they tend to overlook is the grooming part. Ask any vet for that matter, and they will tell you horror stories of people using the same shampoo on their pets as they would use themselves. The truth is, it’s not all the same. Since animals (and even plants) are pH-sensitive, even baby shampoos could turn out to be acidic for your dog’s skin.

These and a bunch of other aspects where ignorance could result in drastic health-related issues dictate the need for comprehensive pet care – a concern that Gurugram-based Petveda is tackling head-on. The startup, which was founded in 2014 and started operations in 2019, combines the goodness of Ayurveda with modern sciences to offer a range of organic products catering to pet care and grooming.

Dhruv Kumar, Co-founder, Petveda

“All Petveda products are pH balanced and use natural preservatives as approved by the US and EU standards,” says Dhruv and Kamakshi Kumar, the husband-wife duo behind the brand. “We do not use any parabens, DMDM Hydantoin, or any other ingredient that we feel may cause harm to the pet or the environment.”

A brand born out of sheer love

In 2010, Dhruv and Kamakshi established Terrai Natural Products, a company specialising in natural bath and body care products. In 2014, the duo decided to expand their horizon and moved into manufacturing quality pet care products, based on the ancient science and knowledge of Ayurveda.

This was the beginning for Petveda, a brand that is the culmination of Dhruv’s long-drawn, well-wrought vision. Hailing from a family of entrepreneurs – his father, Late Anil Khanna started an ayurvedic skin and hair care line, called Herbline in 1978, which manufactures to date at their factory in Bhimtal – Dhruv was no stranger to the ideals of business. And he was quite familiar with the healing properties of ayurvedic herbs as well.

Hence, venturing into the domain of organic, ayurvedic products for pets was a no brainer.

“Petveda, the name speaks for itself,” says Dhruv. “It defines the idea behind the line, which is an amalgamation of pet care and Ayurveda-infused goodness.”

“We have also avoided using harsh chemicals and artificial fragrances,” adds Kamakshi, “Instead, we use essential oil blends which, apart from providing fragrance to the products also incorporate the benefits of aromatherapy.”

Kamakshi, who has worked with KLM airlines for four years and at Mizuho Corporate Bank for nine years, got involved with the home-grown startup in 2017. Coming from a corporate background, she leverages her expertise for marketing and brand promotion at Petveda.