FMCG behemoth Emami Limited has announced a thirty percent stake acquisition in Gurugram-based pet-care start-up Cannis Lupus Services India, which houses the brand Fur Ball Story.
The FMCG company, founded in 1974, said in a statement that they have observed the consumers’ inclination towards use of natural and ayurvedic products which are good for humans and pets as well. Hence, they would be utilising Cannis Lupus’s extensive knowledge and experience in pet care in growing the business soon.
Harsha V Agarwal, Vice Chairman and Managing Director, Emami said, “We are delighted to announce our partnership with Cannis Lupus. The pet care segment in India is witnessing rapid growth. With rising disposable income, more people are getting house pets, especially dogs. Further, with increasing awareness of the psychological and physical benefits of having a pet at home, people have started gradually identifying themselves as ‘pet parents’ rather than being just ‘pet owners’.
He also added that pet-parents are also looking for the best treatments for common ailments faced by their pet children, especially in the form of ayurvedic and herbal remedies. This enables the brand to offer unique Ayurvedic products for the well-being of the pets and meet the emerging consumer needs and aspirations.
Cannis Lupus Services India was founded in 2019 by Animesh Katiyar. It houses the brand Fur Ball Story, who will be focussing on developing and scaling their pet care segment with its Ayurvedic range of solutions.
Commenting on the development, Animesh Katiyar, founder, Cannis Lupus Services India said, “We are excited to have Emami Limited on board with us. I have closely been associated with pets for a long time 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.”