Licious invests $1 million in Pawfectly Made

Licious, D2C meat and seafood seller has recently made an investment of $1 million in a Bengaluru-based fresh pet food startup, named Pawfectly Made. A senior executive of Licious informed that Pawfectly Made will continue to function as a separate entity with its own production processes and supply chain. This investment also marks the first strategic investment of D2C meat and seafood seller. After the strategic investment, Nichelle Kamat, vice-president, category, said, “We are looking at businesses that are complementary and adjacencies. We will look at acquiring businesses in the ready-to-cook, ready-to-eat category or offer front-end or back-end opportunities.”

Pawfectly Made was founded by Arpita Ganesh in the year 2020. It sells homemade and healthy pet-friendly meals. Mr. Kamat further commented, “Pawfectly Made is a good strategic fit for us given the shared vision and synergies across the value chain. The investment will give us access to a unique consumer play and product portfolio that will complement our existing infrastructure.” According to research by TechSci, the Indian pet food market is increasing at a compounded annual rate of 18% and is expected to reach $642 million by the end of this year.