Smylo

What Smylo does

Smylo is an Indian direct-to-consumer pet food brand specializing in preservative-free, fresh-meat wet cat food and bone broth supplements, operated by Pethabit Technologies Pvt Ltd and headquartered in Gurgaon. The company was founded in 2024 by Abhishek Agarwal and Kartikeya Gupta, both former Titan Capital executives, to address the lack of natural, human-grade cat food options in a market that has historically prioritized dogs (India has roughly 37 million pet dogs versus 4 million pet cats). Its product portfolio spans 69 SKUs across kitten and adult recipes in multiple protein varieties (chicken, tuna, salmon, mackerel), bone broth supplements with functional ingredients (turmeric, ashwagandha), trial boxes, combo packs, and value packs, with high-protein (8.5-9%), high-moisture (78-80%) formulations tailored to cats' obligate-carnivore physiology.

The underlying technology is in formulation and supply chain rather than software: proprietary recipes with no preservatives, no animal by-products, and no grains, corn, soy, or rice; functional superfood additions (pumpkin for digestion, pomegranate as antioxidant, cranberry for urinary health, rosemary for vitamins/iron, omega fatty acids for coat health); and age-specific nutrient profiles (higher protein and fat for kittens under 12 months versus adults). E-commerce runs on Shopify with logistics integration through iThink Logistics. The company does not disclose in-house AI/ML capabilities or proprietary software systems.

The business model is omnichannel CPG with a D2C-anchored mix: approximately 45% of revenue comes through the owned website (getsmylo.com), supplemented by Amazon, Flipkart, Supertails, and quick-commerce platforms Blinkit and Zepto. Pricing is unit-based with tiered volume discounts (₹90 per pouch to ₹2,435 for 32-packs, up to 20-25% off larger bundles), plus a subscription model that drives roughly 40% of repeat customer orders on monthly cadence. Reported monthly sales are ₹50-55 lakh (~$60-66K USD) as of February 2026, annualized to roughly $720-800K, with the company having raised an estimated ₹4.5-5 crore across a May 2024 AngelList/DSG Consumer Partners-led seed, a January 2026 round, and a ₹75 lakh Shark Tank India Season 5 deal at a ₹75 crore post-money valuation.

Name

Smylo

Legal name

Pethabit Technologies Pvt Ltd

Website

https://getsmylo.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Smylo is an Indian D2C cat food brand selling preservative-free, fresh-meat wet food and bone broth supplements to urban Indian cat owners, distributed through its own Shopify site, Amazon, Flipkart, Supertails, Blinkit, and Zepto, and supported by a monthly subscription model.

Ownership category

akta.pro rank

Product category

Natural Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro industry

PRIMARYCRADAFAH

Natural/Organic & Limited-Ingredient Diets

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRADAFAC

Fresh & Refrigerated Pet Food

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

Keywords

• Natural cat food
• Preservative-free pet food
• Wet cat food
• Bone broth supplements
• D2C pet nutrition

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

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-to-Consumer (D2C) Sales: Primary revenue stream through company's own website (getsmylo.com). Approximately 45% of total revenue comes from D2C channels. Strong subscription model driving 40% of repeat purchases.
2. E-commerce Marketplace Sales: Sales through major platforms including Amazon, Flipkart, and pet-specialist retailers like Supertails. Quick commerce availability through Blinkit and Zepto for rapid delivery.
3. Custom & Bulk Orders: Personalized and bulk order capabilities for larger pet parents or multi-cat households through dedicated order form on website.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Smylo manufactures and sells preservative-free wet cat food and bone broth supplements made with human-grade fresh meat, no animal by-products, and added functional superfoods. It offers age-segmented recipes (kitten and adult) across multiple proteins (chicken, tuna, salmon, mackerel), distributed through its own website, e-commerce marketplaces, and quick commerce platforms across India.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Cat Wet Food (Chicken, Tuna with Salmon & Pumpkin, Fish / Mackerel) Preservative-free, high-protein wet food for cats above 12 months of age, available in chicken, tuna, salmon, and mackerel protein options, with superfood pairings such as pomegranate, pumpkin, and cranberry. Sold as individual pouches, combo packs, and value boxes across Smylo's D2C site, marketplaces, and quick commerce channels.
• Kitten Wet Food Age-specific wet cat food formulated for kittens under 12 months with higher protein (9%) and fat (4%) content than the adult range, designed for transition from mother's milk and growth-stage nutrition. Sold via combo packs and individual pouches across Smylo's channels.
• Bone Broth Supplements (Fish and Chicken) Hydrating bone broth topper or supplement available in fish and chicken variants, fortified with functional ingredients such as turmeric, ashwagandha, and fiber sources for digestion and immunity support. Sold as single sachets or multi-packs through Smylo's own website, Amazon, Flipkart, Blinkit, Zepto, and Supertails.
• Adult Trial Box (Pack of 10) Entry-level trial bundle of 10 wet food pouches plus broths designed for first-time Smylo customers and picky-cat households, backed by a 100% money-back guarantee if the cat refuses to eat.

Quantifiable outcome

• Approximately 40% of repeat customers come through subscription model
• +3 more outcomes

Named customers2 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

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BlinkitcoreChannel Partner/ Reseller/ Distributor · 1 January 2026Quick commerce partnership for rapid delivery of cat food products to customers in metropolitan areas within 10-30 minutes. Enables impulse purchases and convenience for pet parents.
• ZeptocoreChannel Partner/ Reseller/ Distributor · 1 January 2026Quick commerce partnership for rapid delivery of cat food products. Complements Blinkit partnership for coverage across different quick commerce platforms.
• Amazon IndiacoreChannel Partner/ Reseller/ Distributor · 1 January 2026Marketplace distribution through Amazon.in for national reach and access to Prime delivery customers.
• FlipkartminorChannel Partner/ Reseller/ Distributor · 1 January 2026Marketplace distribution through Flipkart for additional e-commerce coverage in Indian market.
• SupertailscoreChannel Partner/ Reseller/ Distributor · 1 January 2026Pet-specialist e-commerce partnership providing targeted access to pet owner customer base through dedicated pet retail platform.
• Shopify Inc.coreTechnology or Integration · 1 January 2024E-commerce platform hosting company website (getsmylo.com). Provides online store infrastructure, payment processing, and operational tools for D2C sales.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nestlé Purina: Global pet food major (Felix, Friskies, Pro Plan) with deep India distribution and growing premium presence. Competes with Smylo across the cat-food category through both premium and mass-market tiers.
• Royal Canin: Global leader in breed- and life-stage-specific pet nutrition with a strong India presence. Competes with Smylo in age/breed-tailored premium cat diets and adjacent veterinary-channel positioning across Indian metros.
• Whiskas: Mars Petcare's flagship mass-market wet and dry cat food brand in India. Competes for the same urban Indian cat-parent wallet with broader distribution but lower positioning than Smylo's natural/premium tier.

Direct peers

• Heads Up For Tails (HUFT): India's largest premium pet care brand and retailer combining D2C, retail stores, and house-brand food. Competes directly with Smylo in premium cat food and supplements across both D2C and marketplace channels in India.
• Carniwel: Indian premium pet food brand offering natural wet food, treats, and supplements with a similar D2C and marketplace go-to-market. Closely comparable on product positioning and India-only geographic footprint.
• Purepet: Indian mass-market pet food brand spanning dogs and cats with extensive general trade reach. Less premium than Smylo but competes for the same household pet-food wallet, particularly in lower-tier cities where premium pricing pressure is highest.
• Drools: Indian manufactured pet food brand offering dog and cat kibble, wet food, and treats with growing premium SKUs. Direct product-category overlap with Smylo in wet/cat food and competing for the same D2C and marketplace shelf space in India.

Emerging players

• Supertails: India-focused online pet retailer that also sells its own private-label food and supplements. Competes both as a distribution partner and as a competitor brand, particularly in the premium-natural segment where Smylo is positioned.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Smylo_in
• Facebookfacebook.com/61563541779297
• Instagraminstagram.com/smylo_in
• LinkedInlinkedin.com/company/smylopets

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

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 Smylo