D2C Pet Care Brand Moe Puppy Raises ₹2 Crore in Pre-Seed Round

Direct-to-consumer (D2C) pet care startup Moe Puppy has raised ₹2 crore in a pre-seed funding round led by PedalStart, with participation from Zindagi Live Angel Fund and other angel investors.

The fresh capital will be used to strengthen the brand’s marketing efforts, research and development (R&D), supply chain optimisation, and team expansion, as it looks to scale its presence in India’s rapidly growing pet care market.

Funding to Drive Growth and Product Innovation

Moe Puppy plans to deploy the funds across key growth areas, including:

• Expanding brand visibility through targeted marketing campaigns

• Investing in R&D to develop science-backed pet care solutions

• Optimising its supply chain for better efficiency and faster delivery

• Hiring talent across growth, operations and customer experience

The startup is positioning itself as a premium pet care brand focused on wellness and convenience, catering to the evolving needs of modern pet owners in India.

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About Moe Puppy

Founded in 2023 by Manish Paul, Moe Puppy is a D2C pet grooming and wellness brand that offers easy-to-use, practical products designed for everyday pet care.

The company’s product portfolio includes:

• Dry shampoo for pets

• Anti-tick spray

• Grooming and hygiene solutions

These products are aimed at pet owners looking for effective, science-backed alternatives that simplify pet care routines without compromising on safety and quality.

Omnichannel Distribution Strategy

Moe Puppy follows an omnichannel distribution model, allowing it to reach customers across multiple platforms.

The brand currently sells through:

• Its own direct-to-consumer website

• E-commerce marketplaces like Amazon

• Quick commerce platforms such as Blinkit and Zepto

• Pet-focused platforms including Supertails

This multi-channel approach helps the company tap into both planned purchases and instant delivery demand, which is becoming increasingly important in urban markets.

Strong Early Traction

Despite being a relatively young startup, Moe Puppy has shown promising early traction.

The company claims to have:

• Served over 1 lakh customers

• Achieved a repeat purchase rate of around 30%

• Recorded 10X growth over the past year

These metrics indicate strong customer acceptance and growing demand for its products in the Indian market.

Rising Demand in India’s Pet Care Market

India’s pet care industry has been witnessing rapid growth, driven by:

• Increasing pet adoption rates

• Rising disposable incomes

• Growing awareness around pet health and wellness

• Demand for premium and specialised pet products

Urban consumers, in particular, are increasingly treating pets as family members, leading to higher spending on grooming, nutrition and healthcare products.

This shift is creating significant opportunities for D2C brands that focus on quality, convenience and innovation.

Competition and Market Opportunity

The pet care market in India is becoming more competitive, with both established players and new startups entering the space.

However, there remains a large opportunity for brands that can:

• Build strong customer trust

• Offer differentiated, science-backed products

• Create seamless buying experiences across channels

Moe Puppy’s focus on product innovation and customer experience positions it well to capture a share of this growing market.

What Lies Ahead

With fresh funding in place, Moe Puppy is expected to accelerate its expansion and strengthen its product portfolio.

The company’s focus on R&D-driven product development, omnichannel distribution, and customer-centric growth strategies could help it scale rapidly in India’s evolving pet care ecosystem.

As demand for premium pet wellness solutions continues to rise, startups like Moe Puppy are likely to play a key role in shaping the future of India’s D2C pet care industry.