PetSutra

Making Pet Parenting Easy

Pet care market is booming

TAM of $7B, with Commercial Pet Food at $480M in 2021

＄268M
＄803M 2026
＄401M 2019

＄1.21B

＄6.96B ＄8.04B

Home cooked Pet Food Commercial packaged Pet Food Other products and services

19 MM Pets 50 MM Pets 2
Pet care market is booming

Contribution of Commercial Packaged Pet Food to

Overall Pet Food to increase from 7% to 16%
Is this the moment of the Pet care Industry?
Can India have a where the customer and consumer are different?

A Blue Ocean Opportunity: The nutrition gap in the Pet care market can be
solved through India Centric Products and Technology Backed Innovation

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 Pets are family
The Humanization of Pet experience coupled with increasing millennial Pet Parents is driving growth in India

Rising Awareness
compounded with
the pandemic

• Emotion driven category, Mirrors Baby

Growth Increased Care
Millennial Pet
Disposable
Parents
Drivers Income
• Prominent Information seeking
behavior

Urbanization
 The pet parent’s mind

Healthy? Required?

Natural? Safe?

India is Unique with Dogs (~80%) and Cats (~10%) being the largest pet types
 Why Us
The Pet parent’s challenge: Product assortment
availability and Information discovery

“How do I get products just right for my pet according to its

breed, age, gender, lifestyle, nutritional and behavioral
needs?
Can I get a better option that fits my wallet?”

which the fragmented retail landscape does not solve

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 Why Us
PetSutra, a platform for everything your pet needs

BUILD COMMUNITY & CREATE SOCIAL IMPACT

Marketplace augmented with an Information Hub and Consultative Selling

Use nutritional science & tech to educate the pet parent across the strata
Disrupt the market with Packaging, Pricing and Ingredients
Connection to Expert Service Providers Nutrition marketplace
Create Social Impact Adoption and Rescue Dogs

“Solving through technology and India centric innovation” 7

What We Do

Pet Tech Use virtuous circle

of tools and brands

Private label Community &

Strategy Nutrition
marketplace

Improved Distribution

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Your Pet Deserves The Best

Pet grooming Pet toys Pet food

Your Pet Deserves the Best

Nutrition marketplace

Marketplace
PetSutra, a platform for
everything your pet
Adoption and Rescue
needs
Dogs

Helping to educate the

Pet parent
 Discerning pet parent
Becoming more informed on matters of nutrition while more than 65% of Pet parents are now millennials

31%
Growth in watch-time on
YouTube for dog food
Skimming related content Premium

24%
Search growth on YouTube
for searches in content
related to dog food

35%
Search growth of “Food
and Treats” vs. 17% YoY
growth for the overall Pet
care category
 Information Seekers
Increasing number of Millennial and first-time pet parents are discerning information seekers with queries around
their pet’s Nutrition, Health and Behavior

Source of Protein
Diet plan for pets

01

05 02

Quantity / Calories Are there Veg options?

04 03

Skin and Coat issues Obesity control and related diet plans

Yet there is no single source of truth for solving these queries

 Pet Tech
To help pet parents with expert information, we are creating a Nutrition Marketplace within the PetSutra ecosystem,
beginning with India’s first Dog Food Diet Calculator (DFDC)

DFDC Nutrition Marketplace Customized Diet Plans

• Online tool to check Skimming
• Experts catering to
Premium
• Avg. Revenue per
calories and macro
queries of pet parents on Consultation = Rs. 1000/-,
requirements
• Food Type PetSutra Commission @
• Lifetime downloads till
• Pet Types 25%
date: ~8K, Dec 2022
• Health Condition • To Be Launched in
target of 200K downloads
• Avg. Revenue per September 2022, mix of
• Non-Monetized as of now
Consultation = Rs. 750/-, Indian and International
but Redeemed value has
PetSutra Commission @ Experts, Scalable
led to Revenue of Rs.1.6
25% Internationally
Lakhs
 Private label Strategy
The House of Brands across Food, Treats and other categories, selling both on PetSutra as
well as on other horizontal e-commerce players

Differentiator Key Differentiating Ingredients:

Premium
• Food: Pricing, Ingredients and • Glucosamine
Packaging
• Real Salmon Oil
• Treats: Pricing and Ingredients
(including flavours) • Curcumin
• Supplements: Pricing and • Apple Cider Vinegar
Ingredients
• Coconut Oil
• Other Consumables: Pricing
• Fox Nuts
 Improved Distribution
Priorities include Improved Distribution, Assortment, Community Building and the
Nutrition marketplace – Building Brand PetSutra

Distribution Centres

Assortment: 3000 SKUs

Community Building

Nutrition Marketplace
 Monthly Revenue
We have more than doubled our Sales over the last 12 months, with 50%+ monthly
revenue from repeat customers and an AOV of ＄24, 65% of Pet parents purchase
more than once in 6 months
Sales (Quarter-on-Quarter)
$600K
$537K

$500K

$422K
$400K

$313K
$300K
$252K

$200K

$100K

$0K
JFM 2021 AMJ 2021 JAS 2021 OND 2021
 E-commerce contribution
E-commerce contributes ~14% of Pet Care Revenue, likely to be 25% by 2025

Estimated Revenue: ＄52M

70% Contribution from 3 Brands: Pedigree, Drools and Royal Canin
Annual Growth: 30%
Drivers: Price and Accessibility

Estimated Revenue: ＄13M & Franchise led Omni-channel model with ~50
retail stores
Focus on Premium and Mass Premium & Focus on Accessories (~50% Mix)
Est. rev from E-comm: ＄2M & Last Funding raised: ＄37M

Estimated Revenue: ＄402K

Vet Consulting focused E-commerce platform
Last Funding raised: ＄2.68M (Equity) and ＄804K (Debt)
 Future Projection
We aim to be doing ＄135M in the next 5 years
Projections (All Values in Million)
$160.00M

$140.00M $135.04M

$120.00M

$100.00M $96.46M

$80.00M

$57.87M
$60.00M

$40.00M
$26.53M
$22.83M
$20.00M $12.06M
$6.36M $5.05M
$0.28M $2.80M
$0.00M
FY 2022-23 FY 2023-24 FY 2024-25 FY 2025-26 FY 2026-27
GROSS REVENUE PBT
 Future Projection
5th Year revenue stream
contributions
Product Sales for Pets (85%)
• Own Food: 20%
• Self-Imported Food: 20%
• Other Brands: 20%
• Other Categories (Accessories,
Grooming, Supplements): 25%

Other Revenue Streams (15%)

• Grooming and Boarding: 8%
• Nutrition and Insurance: 2%
• Merchandize for Pet parents:
5%
 Pet parent experience
To improve our Pet parent’s experience, we are looking to raise
a bridge round of ＄1.5 MM
Deployment of Funds

10

10

40

40

Inventory and New Products Marketing Team Operations

 Social Media Engagement
Our Social Media and Content Focus has been on engaging pet parents through
informative content

72,400
followers

Over 40 blogs a month for the past 6 months written by SMEs

 Use of virtuous circle of tools and brands
To grow rapidly, we are creating a virtuous circle of tools and brands which will fuel each
other’s growth
PetSutra in December 2022

A pet care HERO BRANDS

marketplace with
2MM MAU

OWN BRANDS

Products
OWN IMPORTED
BRANDS

Nutrition DFDC, Nutrition

Guidance marketplace and
Customized Diets
 Our Team
Founder
The PetSutra Core Team: passionate pet parents
led by Amol Sharma

15 years of experience spanning across FMCG

Sales, Consumer Goods and Services Consulting,
New Business Development, Strategy, E-
Amol Sharma (Founder)
commerce
Alumnus of XLRI, Jamshedpur (2004 - 2006)
Previous Organizations: PepsiCo, Accenture
Consulting, DuPont
Favourite Pet Breed: German Shepherd

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 Our Team
Co - Founders

Akshay Kanitkar Devam Srivastava Chahat Gupta

12 years of Work-ex with in-depth 6 years of Work-ex 5 years of Work-ex
understanding of Performance Customer Success, Revenue Management Sourcing, NPD, Logistics
marketing Favourite Pet Breed: Golden Retriever Favourite Pet Breed: Pug
Favourite Pet Breed: Bichon Frise

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Thank
You