D2C pet care brand Wiggles raises $5.5 million

The company was founded in 2018 to sell not just pet products but also have on-call veterinarian, grooming services and behavioural sessions for pets. 

The company categorizes its business into two—online sales for its e-commerce platform and offline sales of services. It has about 30,000 clients for both categories and about 42 products including foods, treats, supplements, medicines available online. Its pet care services such as dog boarding, online vet consultations, behavioural and diet consultations are currently available only in Mumbai and Pune.

“Wiggles has been at the helm of India’s pet care industry. Over the last 3 years, our bond with pets and pet parents has only strengthened and this has given us a deeper insight and understanding into the needs of pets and their parents. Leveraging these learnings and insights, we have been able to introduce products that filled grey spaces and created new categories. Products like our Instant Pet Sanitizer, CannaPaw, Dentapet, Stripzy, Wet Food, Cocotail, Hemp Seed Oil are loved by pet parents across India. It is our excellence in service that has helped us identify age-old gaps in our existing system making way for such need-of-the-hour products. Our preventive care approach and focus on healthcare has successfully positioned the brand as a trusted partner of choice for pet parents especially loved by Gen Z and millennials. With the new infusion of funds, we will continue to invest in research and dial-up our offerings that will further add value to the pet care ecosystem. Our ultimate goal is to ensure that pets live longer and healthier lives and we can be their #PartnersInPethood right from puppyhood to seniority. We are excited to welcome Anthill Ventures, Panthera Peak Ventures and other new investors in this journey,” shared Anushka Iyer, founder and chief executive officer, Wiggles.