What Wiggles India does

Wiggles India, operated by Sixth Sense Retail Private Limited and headquartered in Pune, is a direct-to-consumer pet care platform selling vet-curated food, treats, supplements, grooming products, and prescription medications for dogs and cats through its Shopify-powered storefront wiggles.in. The catalog spans budget dry food (EveryDawg at ₹35–₹50 per serving), mid-tier oven-baked kibble (YKibble at ₹610–₹639), premium wet food (Wiggles Wet Food at ₹99 trial to ₹594 MRP), and a wellness line including CannaPaw (India's first hemp/cannabis-based pain relief oil at ₹2,499), Stripzy probiotic oral strips, DentaPet dental spray, Furliv liver tonic, and Heal O' Rub paw balm. Sub-brands cover both dogs (EveryDawg, YKibble, Barkstix, Wiggles Wet Food) and cats (Kittibles dry food, Kittystix treats). All products are positioned as human-grade, vet-approved, and formulated with Ayurvedic ingredients (ashwagandha, brahmi, moringa, hemp).

Beyond products, Wiggles operates a service layer: SmartVet telemedicine at ₹399 per 30-minute video/audio consultation, Custom Diet Plans at ₹1,999 delivered in 7–10 working days, Online Behavior Consultation at ₹399, and in-home dog training currently limited to Pune. The company holds a Drug License permitting online sale of prescription pet medications — a regulatory moat that excludes most unlicensed D2C competitors. The business runs entirely on a single-country D2C model with no third-party marketplace presence beyond Amazon's Choice recognition for Wet Food, phone-based ordering at +91 8431620000, and a developing distributor program.

Revenue is generated primarily through one-time product purchases with subscription-like repeat mechanics implied by the consumable nature of pet food. Pricing is in INR with GST inclusive, free shipping, no Cash on Delivery, and a first-time buyer discount code BESTPETPARENT. Cumulative scale claims include 800,000+ customers, 30+ million meals served, and a 4.5/5 rating across 1,000+ wet food reviews. The Wiggles Tribe community on Facebook (30K+ members) functions as both a retention and organic acquisition channel, supported by content marketing via the Better Pet Parenting blog and SEO-driven educational content. The company has raised approximately $6.5M across two funding rounds (2019 and 2021) and acquired competitor Capt Zack in March 2023 to consolidate India's D2C pet care market.

Name

Wiggles India

Legal name

Sixth Sense Retail Private Limited

Website

https://wiggles.in

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Pet Food and Wellness

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910), Veterinary Services (54194), Animal Food Manufacturing (31111)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

akta.pro secondary industries

Treats & Chews (CRADAFAE), Functional & Veterinary Diet Pet Food (CRADAFAF), CBD/Hemp Pet Products Retail (CRANAHAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

Keywords

• Pet food products
• Pet wellness supplements
• Veterinary telemedicine
• Dog training services
• Pet pharmacy

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Pet Food & Treats E-commerce: Wiggles generates the majority of its revenue through direct online sales of branded pet food, treats, and consumable products via wiggles.in. Products span multiple tiers: budget offerings (EveryDawg dry food starting at ₹35–₹50 per serving), mid-tier (YKibble, Wiggles Wet Food, Barkstix treats), and premium (CannaPaw oil at ₹2,499, Heal O' Rub at ₹446). The D2C model eliminates intermediaries and maximizes per-unit margins.
2. Pet Health & Wellness Products: Revenue from supplements (Wimmuno+, Furliv, Stripzy, Pet Pawerful Calcium), grooming (Vetglow shampoo, DentaPet dental spray), hemp-based remedies (CannaPaw, Hemp Seed Oil), and organic care products sold alongside food. Prescription medications (SmartVet) require vet prescription and are dispatched with discount pricing.
3. SmartVet Telemedicine Consultation: Video/audio vet consultation service priced at ₹399 per 30-minute session. Offered 9 am–8 pm, 7 days a week. Generates direct revenue per consultation while driving product cross-sell of prescribed medications and supplements.
4. Custom Diet Plans: Personalized diet plans for dogs and cats curated by in-house veterinary and nutritional experts. Priced at ₹1,999 per plan, inclusive of consultation. Includes Custom Diet Plans addressing obesity, malnourishment, hypothyroidism, and food allergies/intolerances.
5. Dog Training Services: In-home dog training (basic obedience and behavior modification) and online behavior consultation sessions (₹399/30 min). In-home training currently limited to Pune; online consultation available pan-India. Revenue from service fees and potential future recurring training subscriptions.
6. Subscription / Subscription-Informed Repeat Purchases: While Wiggles does not offer a formal subscription model in the sources reviewed, the D2C pet care market context indicates that India's D2C pet brands including Wiggles leverage subscription-like repeat purchase mechanics, with subscription models representing ~40% of repeat customers for comparable brands. Wiggles explicitly notes it does not yet offer COD and targets repeat purchase through product quality and community.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Wiggles India manufactures and sells vet-approved, human-grade branded pet food (Wiggles Wet Food, EveryDawg dry food, YKibble, Barkstix treats, Kittibles, Kittystix), functional supplements and therapeutics (CannaPaw, Stripzy, Furliv, Wimmuno+, Heal O' Rub, DentaPet), and prescription pet medications through its Shopify-powered wiggles.in e-commerce platform. It also delivers pet care services including SmartVet telemedicine video consultations, personalized Custom Diet Plans, online behavior consultation, and in-home dog training (Pune only).

Product overview

Wiggles India is a direct-to-consumer pet care company operating as an e-commerce platform built on Shopify. The product portfolio centers on a core e-commerce marketplace for pet food and supplies, supplemented by proprietary food brands (Wiggles Wet Food, EveryDawg, YKibble, Barkstix, Kittystix) and health/wellness products (CannaPaw, Stripzy, Furliv, Wimmuno+, Heal O' Rub). The company differentiates through vet-approved, human-grade formulations with Ayurvedic and herbal ingredients. Service offerings include SmartVet telemedicine consultations, Custom Diet Plans, Online Behavior Consultation, and dog training services. In March 2023, Wiggles acquired Capt Zack to expand its product range.

Differentiator

Problem solved

Functional benefit

Brands

• EveryDawg: Dry dog food brand offering puppy, adult, and mother & puppy starter formulas made with chicken, rice & vegetables.
• Ykibble
• Kittibles
• Barkstix
• Wiggles Wet Food
• SmartVet
• CannaPaw

Products and services

• Wiggles Wet Food Complete and balanced wet food meal for dogs made with real chicken, vegetables, and Ayurvedic herbs. Shelf-stable, vet-approved, and suitable for puppies, adults, and senior dogs. Made using a quick retort processing method that preserves nutrients and flavor without preservatives.
• EveryDawg Dry Dog Food Budget-friendly dry dog food brand available in Puppy, Adult, and Mother & Puppy variants, made with chicken, rice, and vegetables. Pricing starts at ₹35 per serving.
• YKibble Oven-Baked Dry Dog Food Oven-baked dry dog food that preserves nutrition value, available for puppies and adults. Vet-approved with human-grade ingredients. Priced at ₹610–₹639.
• Barkstix Dog Training Treats Training treats for dogs available in multiple flavors including Honey Chicken, Berry Blast, Chicken & Hemp, Chicken & Strawberry, and Lamb & Peanut Butter. Contains prebiotics, probiotics, ashwagandha, and functional ingredients.
• Kittibles Dry Cat Food Dry cat food for adult cats and kittens enriched with taurine, chicken, tuna, and prebiotics. Made with 100% human-grade ingredients.
• Kittystix Cat Treats Cat treats available in Chicken & Herbs and Salmon & Hemp variants for kittens and cats of all ages.
• Wiggles Dog Peanut Butter Xylitol-free peanut butter treat for dogs made with roasted peanuts, honey, olive oil, flaxseed, ashwagandha, and prebiotics. Supports healthy skin and coat. Priced at ₹284 (MRP ₹299).
• CannaPaw Regenerative Therapy Oil Regenerative therapy and pain relief oil infused with cannabis leaf extract (Vijaya leaf/hemp) for pets. India's first hemp-based pain relief product for animals. Used for arthritis, anxiety, epilepsy, skin issues, and joint lubrication. Priced at ₹2,499.
• Stripzy Probiotic Oral Strips Fast-acting probiotic strips that melt in pets' mouths, containing Bacillus coagulans (5 BCFU), ashwagandha, and brahmi. Supports digestion and immunity. Priced at ₹255 for 15 strips.
• DentaPet Dental Spray Dental care spray for dogs and cats that addresses bad breath, plaque, and tartar buildup.
• Furliv Liver Tonic and Appetizer Liver tonic and appetizer for dogs and cats that improves appetite, maintains liver health, and reduces stress. Vet-approved therapeutic product.
• Wimmuno+ Immunity Booster Immunity boosting syrup for dogs and cats that activates macrophages and stimulates immune systems.
• Heal O' Rub Organic Paw Balm Organic paw balm and skin healer for dogs and cats made with hemp seed oil, argan oil, coconut oil, shea butter, and blueberry extract. Vet-approved, paraben and sulfate-free. Priced at ₹446 (MRP ₹460).
• SmartVet Telemedicine Consultation Online video or audio health consultation service connecting pet parents with in-house veterinarians. Includes Category A (general concerns, video-treatable), Category B (chronic conditions requiring vet discretion), and excludes Category C (emergencies requiring physical intervention). Priced at ₹399 per 30-minute session.
• Custom Diet Plans Personalized diet plans for cats and dogs created by in-house veterinary and nutritional experts based on the pet's age, breed, weight, health conditions, allergies, and medical history. Priced at ₹1,999 inclusive of consultation; plans delivered via email and WhatsApp within 7–10 working days.
• Online Behavior Consultation Video consultation service for dog and puppy behavioral issues conducted by in-house canine behavior experts. Priced at ₹399 per 30-minute session; available pan-India.
• Dog Training Services In-home dog training services available in Pune covering basic obedience commands (heel, sit, down, stay, come, fetch) and behavior modification. Currently limited to the Pune service area.
• Wiggles Pharmacy Online pharmacy offering prescription medications, tablets, syrups, and vaccines for dogs and cats. Pet parents must upload a valid veterinary prescription; Wiggles holds a drug license enabling prescription product dispatch with discount pricing.

Quantifiable outcome

• 30+ million meals served nationwide
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and developing.

• Capt ZackcoreStrategic or Co-development Partner · 1 March 2023In March 2023, Wiggles India acquired Capt Zack, a direct-to-consumer (D2C) pet supply company. This acquisition broadened Wiggles' product range and strengthened its presence in India's pet care market. The acquisition was part of Wiggles' strategy to expand its product portfolio and consolidate the Indian D2C pet care market. Capt Zack's existing customer base and product lines were integrated into Wiggles' D2C ecosystem.
• ShopifycoreTechnology or IntegrationWiggles.in is built and operated on the Shopify e-commerce platform. Shopify provides the storefront infrastructure, payment processing, order management, and analytics. Cookies and partner tools from Shopify are used for customer experience optimization, relevant offer display, and site usage analytics. Powered by Shopify attribution is visible on the website footer.
• Logistics and Courier PartnerscoreOthersWiggles ships orders through multiple courier partners: Delhivery, Ecom Express, Blue Dart, DTDC, FedEx, India Post for standard orders. For larger orders, specialized third-party transport carriers including Gatti, VRL, and TCI Express are used. Orders ship within 24-48 hours of purchase.
• Distributor / Reseller PartnersdevelopingChannel Partner/ Reseller/ DistributorWiggles has a 'Become a Distributor' program listed on its website, indicating active recruitment of B2B distribution partners across India to complement its D2C model. This channel is in early development as of the available source data.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• BarkBox: US-based D2C subscription-box company for dogs offering themed monthly boxes of toys, treats, and chews. Highly comparable to Wiggles' stated subscription-box positioning and target use case (monthly preventive pet care engagement).
• Supertails: India-based online pet supplies and vet services platform offering branded pet food, accessories, vet consultations, and doorstep delivery. Closely mirrors Wiggles' D2C-plus-telemedicine model and target customer (Indian pet parents).
• Heads Up For Tails (HUFT): India's largest integrated pet care brand and retailer with both physical stores and a D2C e-commerce platform. Directly comparable to Wiggles as a premium Indian pet care brand spanning food, accessories, grooming, and vet services for dogs and cats.
• The Farmer's Dog: US-based D2C fresh, human-grade dog food brand delivered via subscription. Comparable to Wiggles Wet Food on human-grade positioning, direct-to-consumer subscription mechanics, and premium pricing strategy.
• Captain Zack (Capt Zack): Indian D2C pet care brand specializing in grooming, hygiene, and wellness products. Acquired by Wiggles in March 2023; was a direct competitor in the Indian D2C pet supplies segment prior to the acquisition.

Broad incumbents

• Pedigree (Mars Petcare India): Mars Petcare's flagship mass-market dog food brand in India with deep retail penetration and marketing scale. Represents the multinational incumbent against which Wiggles' premium D2C positioning must differentiate.
• HappyFur (Wipro Consumer Care): Wipro Consumer Care's pet care brand in India, leveraging FMCG distribution muscle and large marketing budgets. Cited in industry data as a corporate-backed competitor challenging Wiggles in the Indian market.
• Drools: One of India's largest domestically produced pet food brands, offering kibble and treats for dogs and cats across mass and premium tiers. Comparable to Wiggles as a domestically manufactured Indian pet food CPG brand competing with multinationals.
• Waggies (Reliance Retail): Reliance Retail's house pet food brand leveraging India's largest offline retail network. Identified in market data as a direct competitor to Wiggles in the Indian pet food market with substantially greater distribution reach and capital backing.

Emerging players

• Vivaldis Animal Health: Indian animal health and pet pharmaceutical company offering prescription medications, supplements, and therapeutic products. Comparable to Wiggles' pharmacy, prescription drug license, and therapeutic pet wellness verticals (CannaPaw, Furliv, Stripzy).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/india_wiggles
• YouTubeyoutube.com/channel/UCCAmGDgcD0o02-hqYnghctw
• Facebookfacebook.com/wiggles.in
• LinkedInlinkedin.com/company/wiggles-india

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wiggles India