Lickicious, a direct-to-consumer pet food startup founded in 2024, has raised ₹19 crore, approximately $2.1 million, through a combination of equity and institutional debt. The funding round was led by Prath Ventures and included participation from ISV Capital, the founders of Atomberg, and several senior industry executives. The company plans to use the capital to expand manufacturing, strengthen operations, and scale its annual revenue to ₹100 crore.
Investor Backing and Capital Structure
Prath Ventures led the round as the primary institutional investor, while ISV Capital and the founders of consumer appliances startup Atomberg also contributed. Lickicious did not disclose the split between equity and debt, its valuation, or its current revenue figures. The company described the ₹100 crore annual revenue target as an interim milestone on the path to becoming one of India’s top three pet food companies within a decade.
Manufacturing and Operational Expansion
A significant portion of the fresh capital will be directed toward developing a 60,000 square foot manufacturing and distribution facility. The company said this facility is designed to increase production capacity, improve supply reliability, and provide greater control over product quality. Lickicious also plans to strengthen its research and development, quality, supply chain, brand, and commercial teams.
Product Range and Channel Growth
Lickicious currently offers dry and wet food, treats, fresh food, supplements, and nutritional toppers for dogs and cats. With the new funding, the brand intends to expand its product portfolio across categories, formats, and pet segments while increasing its omnichannel presence. Its products are sold through its own website, Amazon, Flipkart, and the pet care platform Supertails.
India’s Pet Care Market Potential
The fundraising comes at a time when demand for packaged, premium, and specialised pet food is rising across India due to higher pet ownership and greater spending on nutrition and healthcare. According to IMARC Group, India’s pet food market was valued at $2.52 billion in 2025 and is projected to reach $4.6 billion by 2034. Investor activity in the segment has been strong, including Supertails raising $30 million and Vetic securing $40 million in recent months.
Competitive Landscape and Strategic Ambition
Large consumer goods companies are also deepening their presence in the Indian pet care category. Drools entered the unicorn club after Nestle acquired a minority stake, while Mars is investing in manufacturing and research capabilities and firms such as Godrej, Wipro, and Reliance have launched pet food labels. Lickicious views its current expansion as a capability building phase rather than a simple sales push. The startup aims to compete on product quality, manufacturing control, brand strength, and consistent execution.
With fresh capital and a clear operational agenda, Lickicious is positioning itself to capture a larger share of India’s expanding pet food market. The planned facility, product expansion, and omnichannel push are intended to support sustainable growth and consumer trust. Achieving the ₹100 crore revenue milestone will depend on execution and the company’s ability to compete with both specialised startups and established consumer brands.