Petcare startup Wiggles raises $5.5 million from Anthill Ventures, others

Petcare startup Wiggles raises $5.5 million from Anthill Ventures, others

Mumbai: Wiggles, a direct-to-consumer petcare brand, has raised $5.5 million in a funding round led by Anthill Ventures, along with participation of Panthera Peak Ventures.

Several new and existing investors — including Mamaearth founder Varun Alagh, Ubiquity Capital’s Nikhil Bhandarkar and L&T Infotech COO Nachiket Deshpande — participated in the fundraising.

The capital will be used for R&D of new category-creating products and expansion.

Founded in 2018 by Anushka Iyer, Rajh Iyer and Venkat Mahadevan, Wiggles counts more than 30,000 pet parents across India as its customers It has grown its current portfolio to over 42+ stock-keeping units (SKUs) across food, treats, supplements, medicines, as well as a host of pet care services such as dog boarding, vet on call, grooming, training, online vet consultations, behavioural and diet consultations.

“Wiggles has been at the helm of India’s pet care industry. We have been able to introduce products that filled grey spaces and created new categories,” Anushka Iyer, chief executive officer at Wiggles. “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.”

Pet care as a category in the direct-to-consumer has gathered traction offlate.


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“Having tracked this space for some time, Wiggles really stood out for us. Their service offerings form a powerful feedback loop that further informs their DTC products,” Kabir Kochhar, partner at Anthill Ventures sid. “This, combined with Wiggles’ deep research in medicine, ensures a steady rollout of exciting and essential products for our pets.”

“Moreover, with the change in buying habits and increase in digital adoption ,’s D2C strategy has empowered Indian pet parents even during the onset of the pandemic at a time when pet-related products were not easily available.”

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