Jaipur | Rajshree Upadhyaya | Abhishek Agrawal and Kartikeya Gupta carved out a unique space in India’s pet care industry by launching Smylo, India’s first natural cat food brand, in 2024. At a time when most pet nutrition companies focused primarily on dogs, the two former venture capital professionals-graduates of IIT Delhi and BITS Pilani-identified a significant gap in the market: a lack of healthy and natural food options specifically designed for cats. As pet owners themselves, their personal experiences, particularly concerns about the health of their own cat, Milo, convinced them that India needed a brand dedicated entirely to feline nutrition. This realization inspired them to establish Smylo in 2024 with the goal of creating healthier and more nutritious food specifically for cats.
The name Smylo is a combination of “Smile” and “Milo,” reflecting the founders’ vision of keeping cats healthy and their owners happy. Rather than entering the crowded pet food market as a general player, they chose to build a specialized brand focused exclusively on cats. The company introduced a range of natural cat foods, fresh meat meals, and bone broth supplements, all designed around feline nutritional needs and made without preservatives. Smylo positioned itself as India’s first clean-label natural cat food brand, promising products free from fillers, artificial preservatives, and low-quality meat by-products.
Overcoming Challenges in a Niche Market
Building a cat-exclusive brand in India was not easy. The founders often had to convince investors and consumers that the cat segment was large enough to support a dedicated business. However, Smylo’s focused approach soon began to pay off. The startup quickly gained popularity among urban pet parents looking for premium and healthy nutrition options for their cats. Within a short period, the company had served more than 400,000 cats and achieved an impressive repeat purchase rate of nearly 45%. By the time Smylo appeared on Shark Tank India, its cumulative sales had crossed Rs. 2.3 crore, and it had built a loyal and growing customer community.
Recognition for Growing Awareness of Pet Health
A major milestone for the startup came when it appeared on Shark Tank India Season 5. Abhishek Agrawal and Kartikeya Gupta sought an investment of Rs. 68 lakh in exchange for 1% equity. Their pitch centered on a simple but powerful argument: cats have unique dietary requirements and deserve products specifically formulated for them rather than being treated as an extension of the dog food market. The sharks appreciated the founders’ clear vision, the company’s early traction, and the growing awareness of pet health in India. After extensive discussions, Smylo secured a deal with Anupam Mittal, Kunal Bahl, and Varun Alagh. The final agreement included Rs. 75 lakh for 1% equity along with 2% advisory equity, valuing the company at Rs. 75 crore. The appearance on the show significantly boosted Smylo’s visibility nationwide and strengthened its position within India’s rapidly expanding pet care industry.
Focus on Specialization and Quality
Since then, the founders have continued expanding their product offerings, strengthening customer engagement, and innovating in the field of cat nutrition. Their ambition extends beyond selling pet food; they aim to build a brand that transforms how Indian households think about feline health and wellness. As of June 2026, Smylo remains fully operational and continues to grow. The company is actively expanding its team and selling products through multiple online and quick-commerce channels. What began as concern for a beloved pet has evolved into a promising startup creating an entirely new category within India’s pet industry. Through determination, specialization, and an unwavering commitment to quality, Abhishek Agrawal and Kartikeya Gupta have transformed Smylo from a personal passion project into one of India’s most talked-about cat nutrition brands.
