The Honest Pet Company, a fast-growing D2C pet food brand in India, aims to reach ₹70 crore in revenue within three years, riding the wave of D2C growth in India. Despite some reports suggesting it’s a London-based business, the company is Indian at its core, investing in local manufacturing to become a global D2C success story.
Anshul Gupta launched The Honest Pet Co in September 2024 with the goal of providing high-quality, science-backed, cold-pressed, and air-dried pet supplements and food at reasonable prices. With the pet market expanding, more people owning pets, and a greater demand for nutritious choices, the brand plans to shake up the D2C pet care sector.
The company has invested ₹45 lakh in a fully owned, 3,500 sq.ft production plant in Gurugram, which makes 10 products following strict EU and US pet regulations—a first for an Indian premium D2C brand. With input from PhD scientists and vets from Germany, the USA, the UK, and India, the company is pushing for better quality, formulation, and pricing—key features of successful D2C supply chains and brand development in India.
Gupta explains that global pet food has traditionally been expensive for Indian buyers because of import costs. By applying Western regulations in India and producing locally, The Honest Pet Co is using a smart omnichannel D2C strategy. It offers 100% real nutrition, cold-pressed formulas, and air-dried products without artificial flavors, giving customers access to top-quality supplements at competitive prices.
The brand is now selling through LaMarche and also on Amazon and Flipkart, as well as in vet clinics. It will soon be available on more e-commerce sites and quick-commerce platforms. These steps have positioned the startup well among new D2C businesses.
To grow, broaden its product line, and strengthen its management team, The Honest Pet Co plans to raise ₹15–20 crore in the next 6–12 months. The brand expects to turn a profit within 12–18 months, showing good management and healthy unit economics.
Looking forward, the brand plans to enter the UK market early next fiscal year and the Middle East by the end of the year, aiming to be among the fastest-growing D2C brands with the potential for a future IPO and value creation. With India’s pet care industry growing rapidly, driven by higher incomes and greater awareness of premium nutrition, The Honest Pet Company is in a good position to lead the way.
By combining global science, Indian production, and a focused D2C strategy, The Honest Pet Co shows what’s happening in India’s D2C market today—where innovation meets accessibility, and Indian brands are ready to succeed both at home and abroad.
