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D2C pet food startup Lickicious has raised ₹19 Cr (about $2.1 Mn) through a mix of equity and institutional debt in a funding round led by Prath Ventures. ISV Capital, the founders of consumer appliances startup Atomberg, and several senior executives also participated in the round. Lickicious did not disclose the split between equity and debt, its valuation, or its current revenue. It has set a target of scaling its annual revenue to ₹100 Cr but did not specify a timeline for achieving it. The startup plans to use the fresh capital to develop a 60,000 sq ft manufacturing and distribution facility, aimed at increasing production capacity, improving supply reliability, and strengthening its control over product quality. It will also invest in R&D, manufacturing, supply chain, branding, and commercial functions. Besides, Lickicious plans to expand its product range and enter new pet segments while strengthening its presence across online and offline channels. Founded in 2024 by Shashwat Sahai and Chandan Jha, Lickicious offers dry and wet food, treats, fresh food, supplements, and nutritional toppers for dogs and cats. The startup sells its products through its website, ecommerce marketplaces Amazon and Flipkart, and pet care platform Supertails. India’s Pet Care Opportunity The fundraise comes amid growing demand for packaged, premium, and specialised pet food in India, driven by rising pet ownership and higher spending on pet nutrition and healthcare. India’s pet food market was valued at $2.52 Bn in 2025 and is projected to reach $4.6 Bn by 2034, according to IMARC Group. The growth of the category has also attracted investor interest. In February, pet products marketplace Supertails raised $30 Mn to expand its clinic and quick commerce footprint. Pet healthcare startup Vetic secured $40 Mn in June to scale its clinic network and strengthen its technology platform. The category has also drawn interest from large consumer goods companies. Pet food brand Drools entered India’s unicorn club last year after Swiss food giant Nestle acquired a minority stake in the company. Global pet food major Mars, which operates global pet food brands Pedigree, Whiskas, and Royal Canin, is investing heavily to increase manufacturing and R&D capabilities in India. Meanwhile, FMCG giants like Godrej, Wipro and Reliance have launched their own pet food labels in recent months to compete within the booming category.
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