Indian FMCG firm Emami Limited forays into the pet-care segment by acquiring a strategic stake in Cannis Lupus Service. The company acquired a 30 per cent stake in the pet-care company on July 21, 2022. The deal is an all-cash transaction. However, the FMCG major did not reveal the financials of the deal.
Purpose of the strategic stake
Cannis Lupus Services India is the owner of the brand Fur Ball Story. Emami intends to launch a wide array of natural, ayurvedic and chemical-free products for pets.
The FMCG company plans to further scale up the business by virtue of the expertise of Cannis Lupus. On the other hand, Cannis Lupus, under the brand ‘Fur Ball Story’, seeks to focus on an ayurvedic range of solutions for common and recurrent ailments in pets, especially dogs.
What the Emami official has to say
Harsha V Agarwal, vice chairman and managing director, Emami, said, “We are delighted to announce our partnership with Cannis Lupus. The pet-care segment in India is witnessing rapid growth. With rising disposable income, more people are getting house pets, especially dogs. Further, with increasing awareness of the psychological and physical benefits of having a pet at home, people have started gradually identifying themselves as ‘pet parents’ rather than just ‘pet owners’. They are also looking for the best treatments for common ailments faced by their pet children, especially in the form of ayurvedic and herbal remedies. The brand, “Fur Ball Story”, offers unique Ayurvedic products for the well-being of the pets and meets the emerging consumer needs and aspirations.”
What the Cannis Lupus founder has to say
Animesh Katiyar, the founder of Cannis Lupus Services India, said, “We are excited to have Emami Limited on board with us. I have closely been associated with pets since a long and am extremely passionate about them. The mindset of people in India is changing fast from being just pet owners to pet parents, and as a result, they are today more concerned about their pet children’s well-being. Animals in their natural habitat heal themselves with whatever is available in nature. This is a natural process. However, the products available in the market currently are full of toxic chemicals, which harm pets in the long run. Fur Ball Story is our attempt to address this problem by providing Ayurvedic solutions for common ailments to house pets, especially dogs.”
About Emami
Kolkata, India-based Emami is an FMCG company. The Indian conglomerate offers skin care and health care products to its users. Radhe Shyam Goenka and Radhe Shyam Agarwal established the company in 1974. The company enjoys a strong distribution network of more than 2800 distributors through which its products are available in more than 4.9 million retail outlets across India.
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