Wagr
WAGR is a direct-to-consumer e-commerce platform selling curated dog and cat products (food, treats, grooming, accessories, toys, supplements) across India, integrated with pet care educational content, community features, a veterinary network, and an AI chatbot for pet parents.
- Company typePrivate
- Founded2016
- HeadquartersBengaluru, India
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Wagr does
WAGR Retail Private Limited, operating as Wagr, is a Bengaluru-founded (2016) direct-to-consumer pet care e-commerce platform serving Indian pet parents. The company operates the wagr.in storefront, offering curated dog and cat products across food, treats, grooming, accessories, toys, and supplements sourced from more than 20 third-party brands including BLEP, Bruni Boi, Cuddl, Moe Puppy, Natural Remedies, and Talking Dog Club. As of the latest disclosures, the platform lists over 635 SKUs and has an aggregated base of 1.40 lakh (140,000+) registered pet parents.
The platform is built around a unified pet parenting model that combines commerce with pet care editorial content (covering first aid, training, cat care, puppy care, and breed guides), community features, and an integrated veterinary network. Technology assets include a granted patent on pet fitness tracking technology and Toto, described as India's first AI-powered petcare chatbot. Distribution is exclusively domestic, with delivery across most serviceable Indian pin codes, free shipping on orders above Rs. 1,000, and a COD handling fee of Rs. 70 per order.
Revenue is generated primarily through one-time product sales across a wide price range (Rs. 127 to Rs. 3,420 per item), supplemented by shipping and COD fees. The company employs a product-led, self-serve go-to-market motion with content-driven top-of-funnel acquisition via blog and social channels and no explicit sales team. Wagr was acquired by Fredun Pharmaceuticals in October 2025; the assets were relaunched in June 2026 as India's first modern pet parenting ecosystem, repositioning the business as a neutral online marketplace for pet products and services under corporate ownership.
Wagr firmographics
Firmographics- Name
- Wagr
- Legal name
- WAGR Retail Private Limited
- Website
- https://wagr.ai
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WAGR is a direct-to-consumer e-commerce platform selling curated dog and cat products (food, treats, grooming, accessories, toys, supplements) across India, integrated with pet care educational content, community features, a veterinary network, and an AI chatbot for pet parents.
- Ownership category
- akta.pro rank
Wagr industry classification
Industry- Product category
- Online Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Pet & Animal Supplies Marketplaces (CRAFABAH)
- akta.pro secondary industries
- Pet Food & Treats Distribution (CRAOAKAA), Pet Health & Wellness Distribution (Supplements, OTC, Preventives) (CRAOAKAC), Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)
Keywords
Where Wagr is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Wagr business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales (E-commerce): One-time transaction-based sales of pet products including food, treats, grooming supplies, accessories, and supplements. Products are sold directly to consumers through the wagr.in platform with prices ranging from approximately Rs. 127 to Rs. 3,420 per item.
- Shipping and Delivery Fees: Revenue generated from shipping charges on orders below Rs. 1,000 threshold. Free shipping provided on orders above Rs. 1,000. Additional COD handling charge of Rs. 70 per order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Product Pricing |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Wagr product offering
Product offeringCore offering
WAGR operates an online pet care e-commerce marketplace selling curated dog and cat products including food, treats, grooming supplies, accessories, toys, and supplements from multiple trusted brands. The platform also integrates educational pet care content, a community, veterinary network access, and patented pet fitness tracking technology into a unified pet parenting ecosystem serving Indian pet parents.
Product overview
WAGR is India's first modern pet parenting ecosystem that operates as a unified e-commerce platform combining pet product commerce with educational content and community features. The platform offers curated pet products across multiple categories including dog food, treats, grooming, accessories, toys, and supplements, as well as cat food, treats, grooming, toys, and supplements. The product portfolio includes items from over 20 third-party brands such as BLEP, Bruni Boi, Cuddl, Cure By Design, Homiee & Ginger, Moe Puppy, Natural Remedies, and Talking Dog Club. Alongside the commerce platform, WAGR provides a Pet Care Guide featuring educational articles on pet first aid, training, nutrition, and wellness for both dogs and cats.
Differentiator
Problem solved
Functional benefit
Products and services
- WAGR Online Pet Marketplace India's first neutral online marketplace for pet products and services, selling curated pet supplies across multiple categories to pet parents across India, with delivery to most serviceable pin codes.
- Dog Food & Treats Curated selection of dog food, wet food, treats, and fresh food from brands such as BLEP, Fresh For Paws, Homiee & Ginger, and The Bowl Food.
- Dog Grooming & Care Products Dog grooming products including shampoos, conditioners, ear care, paw butter, and hygiene products from brands like Natural Remedies, PraanaPoorna, Moe Puppy, and Bakson Veterinary.
- Dog Accessories & Toys Dog accessories including collars, leashes, harnesses, clothing, and toys from brands like Bruni Boi, Let's Wag, Talking Dog Club, and Healing Leaf.
- Dog Supplements Health and wellness supplements for dogs including probiotics, multivitamins, hemp oil, and tonics from brands like Cuddl, Robyn & Travis Co, Bakson Veterinary, and Cure By Design.
- Cat Food & Treats Curated cat food and treats including wet food, dry food, and snacks from brands like BLEP, Halalicious, Fresh For Paws, and Furrylicious.
- Cat Grooming & Care Products Cat grooming products including shampoos, sprays, brushes, balms, and hygiene products from brands like Moe Puppy, Petsnugs, Scotty n' Jijo, and PraanaPoorna.
- Cat Toys
Companies that use Wagr
Customer profileSegments1 record
Ideal customer profiles1 record
Wagr technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wagr partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Wagr competitors and assessment
Company assessmentDirect peers
- DogSpot: One of India's earliest online pet supply retailers, offering dog and cat food, grooming products, accessories and toys to Indian pet parents with similar catalogue breadth and D2C positioning.
- Heads Up For Tails (HUFT): Premium omnichannel pet care brand and retailer in India operating own-brand food, accessories and a growing chain of physical stores plus e-commerce — competes with WAGR in the curated dog/cat supplies and food category across both online and offline.
- Supertails: India's leading online pet care marketplace and vet teleconsultation platform selling food, treats, grooming, accessories and wellness products directly to pet parents — the closest direct comp to WAGR's D2C pet commerce model.
Emerging players
- Bark (BarkBox parent): US-based subscription-first pet products and content platform serving modern dog owners; demonstrates the content-plus-curated-product playbook that WAGR's blog-and-marketplace strategy parallels.
- Petsy: India-based curated pet care marketplace and content platform targeting modern pet parents with food, wellness and lifestyle products — overlaps with WAGR's "pet parenting ecosystem" positioning at smaller scale.
Broad incumbents
- Mars Petcare: Global pet food and veterinary care conglomerate (Pedigree, Royal Canin, Whiskas, BANFIELD) and the largest player in branded pet nutrition globally — relevant as a portfolio incumbent whose brands populate WAGR's marketplace.
- Chewy: US-based pure-play online pet food and supplies retailer (and pharmacy/services platform) that pioneered the curated pet e-commerce + content + vet access model WAGR is replicating for India — sets the reference benchmark for category scale and unit economics.
- Petco: Large US omnichannel pet retailer combining owned-brand products, vet clinics and premium services; informational peer for WAGR's ambitions around vertical integration (vet network + content + marketplace).
Regional players
- Pets at Home: UK's dominant omnichannel pet retailer with stores, grooming, vet services and a strong e-commerce and loyalty platform — relevant comparable for omnichannel pet retail economics, although geographically distinct from WAGR's India focus.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Wagr social profiles
Digital presenceWagr financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wagr leadership team
Management profileNumber of profiles
Profiles4 records
Wagr funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wagr M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wagr
What does Wagr do?
WAGR operates an online pet care e-commerce marketplace selling curated dog and cat products including food, treats, grooming supplies, accessories, toys, and supplements from multiple trusted brands. The platform also integrates educational pet care content, a community, veterinary network access, and patented pet fitness tracking technology into a unified pet parenting ecosystem serving Indian pet parents.
Is Wagr a public or private company?
Wagr is a private company. It is classified as corporate owned and is currently operating.
When was Wagr founded?
Wagr was founded in 2016. It employs 11 to 50 people.
Where is Wagr based?
Wagr is headquartered in Bengaluru, India, in the Asia region.
How does Wagr make money?
Two revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are shipping and Delivery Fees.
Who are Wagr's main competitors?
Direct peers on record are DogSpot, Heads Up For Tails (HUFT) and Supertails. Emerging players are Bark (BarkBox parent) and Petsy. Broad incumbents are Mars Petcare, Chewy and Petco. Pets at Home is listed as a regional player.
Does Wagr have an API?
No public API is recorded for Wagr.
What industry is Wagr in?
Wagr's product category is Online Pet Retail. Its primary akta.pro industry code is CRAFABAH, Pet & Animal Supplies Marketplaces, with a secondary code of CRAOAKAA, Pet Food & Treats Distribution. Its NAICS code is 45991.