But here's what really drove us forward:
We'd been unknowingly giving our dogs rawhides, only to discover later they were bleached and chemically treated. That wake-up call changed everything. We became obsessed with finding treats that were genuinely healthy—with minimal to zero preservatives, no hidden chemicals, just pure nutrition that we'd feel comfortable giving our own pets.
From those humble yak cheese beginnings, we've expanded to dehydrated meat treats like chicken neck and liver jerkies—all single-ingredient, human-grade, and minimally processed. We're now working on adding enrichment toys like rope tug toys and nature-friendly options, because we believe mental stimulation is just as crucial as nutrition.
Meet the Humans Behind the Brand
Aishwarya Prabhune
Co-Founder & Visionary
A double master's in Psychology and practicing counselor, Aishwarya channels her deep understanding of behavior and wellbeing into our mission. She's actively involved in local stray animal care and feeding, and her dream is to create lasting change for animals across India. Her psychological insights guide our focus on enrichment and mental stimulation—because she knows a calm, engaged pet is a happy pet.
Dr. Aditya Prabhune
Co-Founder & Operations Lead
A foreign medical graduate with a passion for business and animal welfare, Aditya handles vendor relationships, design, and the nuts-and-bolts that keep everything running smoothly. His medical background means he approaches quality and safety with clinical precision—every product must pass the ultimate test: "Would I give this to our own pets without hesitation?"
We're not pet nutritionists by title, but we're experts by experience—four beloved pets, countless hours of research, and an unwavering commitment to doing right by every tail that wags and every purr we hear.
Our Philosophy: Minimal Processing, Maximum Nutrition
When we say "minimally processed," we mean it. Our treats are human-grade, locally sourced, and feature single ingredients you can actually recognize. Yes, this means our shelf life is slightly lower than competitors who load products with preservatives—but we'd rather deliver better nutritional quality than longer warehouse storage.
🧠 Why We're Obsessed with Sniffing & Chewing
There's real science behind our enrichment focus. Sniffing isn't just cute—it's essential brain exercise for both dogs and cats:
For Dogs:
With noses up to 300 million times more powerful than ours, sniffing is how they "read" the world. It gathers detailed information about their environment, provides mental stimulation that can be as tiring as physical exercise, and has a proven calming effect that reduces stress hormones. Think of it as meditation for your pup—a scent walk or snuffle session helps anxious or hyperactive dogs find their zen.
For Cats:
Sniffing helps them process everything from temperature and texture to potential threats. It's exploration, play, and security rolled into one instinctive behavior. Cats use their powerful sense of smell to detect shifts in their environment and even read emotional cues from other animals.
Chewing:
Offers similar benefits—it's stress relief, dental care, and mental engagement all in one satisfying activity. That's why we've curated long-lasting chews that keep jaws busy and minds occupied.
Our Non-Negotiables
We will NEVER:
Use harmful preservatives just to extend shelf life, oversell products you don't need, or compromise on quality. We believe in being advisors, not salespeople—which means honest conversations about what's actually in our products and whether they're right for your pet.
We will ALWAYS:
Be truthful with you, maintain a tight feedback loop so your voice shapes our products, and deliver treats we'd confidently give to our own fur babies. Your trust matters more than any sale.
What We Stand For
🌱Better Nutrition Standards
We're raising the bar for what pet treats should be—no compromises on quality or ingredients.
😌Reducing Pet Anxiety
Through enrichment activities that calm minds and satisfy natural instincts.
🌍Sustainable Practices
Supporting local suppliers, minimal packaging, and earth-friendly choices.
🇮🇳 Proudly Swadeshi
Building an Indian brand with Indian values, quality, and heart.
Trust & Quality You Can Verify
We don't just talk about quality—we back it up:
✓ FSSAI Certified
✓ Lab-Tested Products
✓ Certified Suppliers
Our vendors maintain the highest hygiene and quality standards, and we provide test results with our yak logs (printed right on the box—transparency is key). But the proof we're most proud of? The repeat orders and testimonials from pet parents who've seen the difference in their furry family members' happiness and health.
Where We're Headed (And We Want You With Us)
Our vision is bold: Within 10 years, we want to be synonymous with quality, nutritious, preservative-free treats in India—with a valuation in the thousands of crores. But more importantly, we want to do it the right way.
In 4-5 years, we plan to bring manufacturing in-house, giving us complete control over quality and margins. We're also committed to launching an NGO/charity fund where a portion of your purchase goes to an animal welfare organization of your choice—plus direct donation options. Because growing our business should mean growing our impact on animals who need it most.
This is YOUR brand too.
We want your candid feedback, your stories, your suggestions. Treat this journey like your own—because every tail wag and contented purr is a shared victory. 💜
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