Fur Ball Story

What Fur Ball Story does

Fur Ball Story is a Gurgaon, India-based Ayurvedic pet care brand operated under parent entity Cannis Lupus Services. Founded in 2016, the company develops and sells natural, plant-based wellness, grooming, and hygiene products for dogs and cats, blending traditional Ayurvedic herbs (Neem, Aloe Vera, Karanj, Bakuchi, Moringa, Amla, Ashwagandha, Giloy, Punarnava, Kalmegh) with veterinary science. Its portfolio spans more than 20 SKUs organized into five categories: the Shampooch shampoo family (India's first sulphate and paraben-free natural pet shampoo, with variants for healthy coat, tick prevention, cat care, and antifungal use); wellness supplements such as Supertonic Syrup, Jump-O-Joint, Liv Paw, and Calm Pet; topical treatments including Eczo Pet antifungal cream, Canni Clean dental spray, Clear Ear drops, and Heal Pet wound cream; grooming and lifestyle products including Furmist premium perfumes and Cool Pet sunscreen; and a growing library of combo kits targeting higher average order value. Products are positioned as vet-approved, clinically tested, plant-based, and cruelty-free.

The company operates a direct-to-consumer model through its own Shopify storefront at furballstory.com and distributes via Amazon India and Flipkart, selling one-time purchase SKUs at price points ranging from INR 189 to INR 1,199+. Free shipping is offered above ₹399 with a 5% prepaid-order discount. The go-to-market is product-led and community-led, anchored by content marketing through the Ayurpet blog, email newsletters, and active social media presence on Facebook, Instagram, and YouTube, supplemented by earned media in major Indian outlets. In July 2022, listed Indian FMCG major Emami Ltd acquired a 30% strategic stake in Cannis Lupus Services for an undisclosed amount to support the brand's Ayurvedic pet care expansion, providing both capital and potential offline distribution scale. Fur Ball Story claims to be trusted by over 100,000 pet parents across India, with no enterprise or institutional customers and a long-tail B2C revenue profile.

Name

Fur Ball Story

Legal name

Fur Ball Story

Website

https://furballstory.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Fur Ball Story is a Gurgaon-based Ayurvedic pet care brand selling natural, vet-approved wellness, grooming, and hygiene products for dogs and cats through its own e-commerce site and Indian marketplaces.

Ownership category

akta.pro rank

Product category

Ayurvedic Pet Wellness Products

NAICS

Pet and Pet Supplies Retailers (459910), Animal Food Manufacturing (31111)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Immune Support Supplements (HLAMALAE), Wound Care, Bandaging & Consumables (Dressings, Sutures, Staplers) (HLAMAFAF)

Keywords

• Ayurvedic pet care
• Natural pet wellness
• Pet grooming products
• Pet supplements
• Veterinary skincare

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model through e-commerce website and marketplaces. Products sold at various price points ranging from INR 189 to 1,199+. Revenue generated from sale of Ayurvedic wellness products, shampoos, supplements, and grooming products for pets.
2. Marketplace Sales: Sales through third-party marketplaces including Amazon and Flipkart, operating on a transactional model where products are sold directly to consumers through these platforms.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core offering

Fur Ball Story manufactures and sells Ayurvedic, plant-based pet care products for dogs and cats, including shampoos, anti-fungal creams, wound healing creams, joint care supplements, liver support syrup, oral hygiene sprays, ear drops, anti-anxiety tablets, weight management tablets, perfumes, and grooming kits. The company blends traditional Ayurvedic herbs with veterinary science to deliver vet-approved, clinically tested wellness solutions covering immunity, digestion, skin, joints, and emotional balance, distributed via its own website and major Indian e-commerce marketplaces.

Product overview

Fur Ball Story is an Ayurvedic pet wellness brand that offers a comprehensive portfolio of natural, vet-approved pet care products. The core product lines include: (1) Shampooch shampoo family - encompassing Healthy Skin & Shiny Coat, Tick Free, Meow Care (cats), Dermaprove (antifungal), and Puppy Care variants; (2) Wellness supplements including Supertonic Syrup (immunity and overall health), Jump-O-Joint (joint care), Liv Paw (liver support), and Calm Pet (anxiety relief); (3) Topical treatments including Eczo Pet Cream (skin infections), Canni Clean (dental spray), Clear Ear (ear drops), and Heal Pet (wound healing); (4) Grooming products including Furmist premium perfumes and hygiene kits for dogs and cats; and (5) Various combo packs and bundles. All products are positioned as Ayurvedic, plant-based, clinically tested, and cruelty-free solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Eczo Pet Cream Vet-approved Ayurvedic antifungal and antibacterial cream for dogs and cats that heals skin infections, relieves itching, and soothes irritated skin. Contains Karanj, Bakuchi, and Neem and targets Ringworm, Eczema, Degnala, and Mange.
• Shampooch: Healthy Skin & Shiny Coat India's first sulphate- and paraben-free natural 2-in-1 shampoo and conditioner for dogs, with Aloe Vera, that nourishes skin, removes impurities, prevents hairfall and dandruff, and enhances coat shine.
• Shampooch Tick Free Natural tick preventive dog shampoo with Tea Tree Oil that repels ticks and fleas, eliminates bacterial, yeast and fungal infections, and soothes dry, damaged, itchy and inflamed skin from tick bites.
• Shampooch Meow Care Natural cat shampoo with Aloe Vera and Coconut that combats dry, irritated and itchy skin, reduces risk of skin infections, and enhances coat softness and shine.
• Dermaprove Shampooch Antifungal dog shampoo infused with Rosemary that treats fungal infections and promotes healthy skin and coat.
• Supertonic Syrup India's first Ayurvedic wellness syrup for dogs and cats that boosts overall health, immunity, kidney and liver health, gut health, and mental agility, with Moringa, Amla, Ashwagandha, Giloy, Punarnava, and Kalmegh.
• Canni Clean Dental spray for dogs and cats that combats plaque, tartar buildup, kills harmful bacteria, eliminates bad breath, and treats Stomatitis, Periodontitis and Gingivitis.
• Clear Ear Natural antiseptic ear drops for dogs that maintain ear hygiene and prevent infections.
• Jump-O-Joint Tablet & Oil Ayurvedic joint support supplements for dogs and cats that relieve joint pain and ensure fluid, pain-free movement. Available in tablet and oil formulations.
• Liv Paw - Liver Support Syrup Liver support syrup for dogs containing milk thistle and bhumi amla that promotes liver health and function.
• Furmist Premium Perfume for Dogs Premium perfume for dogs available in Gentleman (blue and gold) and Lady (yellow) variants, made with natural fragrance notes including cinnamon, star anise, cloves, lemon, and grapefruit.
• Calm Pet Anti-anxiety tablets for dogs and cats that provide relief from anxiety, stress and aggression.
• Heal Pet - Wound Healing Cream Wound healing cream for dogs and cats that promotes rapid healing of minor wounds and skin damage.
• Cool Pet - Moisturising Sunscreen Moisturising sunscreen for dogs that protects against sun damage and keeps skin hydrated.
• Obipet Ayurvedic Weight Management Tablets Ayurvedic weight management tablets for dogs that support healthy weight loss and metabolism.
• Dog Grooming Kit Comprehensive grooming kit for dogs including multiple hygiene products.
• Cat Grooming Kit Comprehensive grooming kit for cats including multiple hygiene products.
• Tick Free Kit Combo pack of Tick Free Spray and Shampooch Tick Free for comprehensive tick prevention.
• Injury & Infection Protection Kit Combo pack for protecting pets from injuries and infections.
• Rainy Essentials Kit Essential products for pet care during rainy season.
• Itch No More Kit Combo pack providing infection relief in 12 hours for itchy pets.
• Furmist Combo Bundle of Furmist Gentleman and Lady premium perfumes for dogs at a discounted price.

Quantifiable outcome

• Fast relief within 24 hours for skin infections
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Heads Up For Tails (HUFT): Largest Indian omni-channel pet care brand combining retail stores, e-commerce, and in-house product lines across food, grooming, and wellness. Comparable as a multi-category Indian pet care brand targeting the same urban pet parent segment.
• Royal Canin India: Global pet nutrition brand with breed- and condition-specific diets sold through veterinary channels in India. Comparable as the premium, science-led benchmark Fur Ball Story competes with for condition-specific positioning.
• Mars Petcare India (Pedigree, Whiskas): Global FMCG pet care major operating Pedigree and Whiskas in India with deep distribution. Comparable as a category-defining incumbent in Indian pet food/wellness that any Ayurvedic challenger must differentiate against.
• Drools: One of India's largest domestic pet food and treat brands with growing wellness adjacency. Comparable as a mass-market Indian pet nutrition and care brand competing for the same shelf and customer wallet.
• Himalaya Wellness (Pet Care Line): Established Indian herbal/wellness brand with a herbal pet care line spanning shampoos and topical products. Comparable in the herbal/Ayurvedic pet grooming positioning and India-wide retail distribution.

Emerging players

• Vetic: India-based pet care startup offering veterinary clinics alongside curated pet products online. Comparable as a venture-backed Indian pet care brand building an omni-channel pet parent ecosystem.
• Crave by Leander Paes: Indian premium pet food and wellness brand targeting urban dog parents with natural formulations. Comparable as a domestic challenger in the natural/premium pet nutrition segment in India.

Direct peers

• Captain Zack: India-based pet grooming and wellness brand offering natural, vet-formulated products for dogs and cats. Directly comparable to Fur Ball Story in Ayurvedic/natural positioning, species focus, and DTC-plus-marketplace GTM.
• Supertails: India-focused DTC pet care retailer and brand operating an online marketplace plus private-label products. Directly comparable as an India-only, online-led pet care brand with a similar urban, dog/cat-parent customer.
• Bark Out Loud: Indian DTC pet brand focused on nutrition and grooming products for dogs. Comparable as a digitally native Indian pet care brand with similar SKU breadth and target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@furballstory
• Facebookfacebook.com/furballstory
• Instagraminstagram.com/furballstory
• LinkedInlinkedin.com/company/fur-ball-story

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Fur Ball Story