Mumbai, January 15th, 2026: Smylo, India’s first 100% natural fresh-meat cat food brand, made a compelling appearance on Shark Tank India Season 5, securing an investment of 75 lakh for 1% Equity + 2% Advisory Equity, valuation 75 crores from Anupam Mittal, Kunal Bahl and Varun Alagh. The brand featured in one of the season’s most talked-about Face-Off episodes, where two contrasting pet food philosophies were placed head-to-head.
The episode saw a battle for pet food supremacy between Smylo, a research-led, cat-first nutrition brand, and Nootie, a 27-year-old legacy name in mass-premium dog food. Winning the toss, Smylo chose to pitch first, setting the tone for a spirited comparison between specialised feline nutrition and large-scale, multi-category pet care.
Founded by Abhishek Agrawal (IIT Delhi) and Kartikeya Gupta (BITS Pilani), Smylo was launched in late 2024 following the founders’ personal experience of losing a pet and confronting the lack of quality, cat-specific nutrition in India. Positioned as a challenger brand, Smylo targets India’s fast-growing cat-parenting segment with fresh, meat-based, subscription-led offerings designed exclusively for cats.
As India witnesses an estimated 35% annual surge in pet adoption, the Face-Off episode captured a larger industry shift between specialised, purpose-driven brands and established players scaling across categories. During the pitch, Smylo underscored its commitment to transparency and product integrity when co-founder Kartikeya Gupta consumed the cat food on air, reinforcing confidence in the brand’s ingredient quality and safety. The moment emerged as one of the standout highlights of the episode, further amplifying Smylo’s clean-label positioning.
Commenting on the appearance, Abhishek Agrawal, Co-Founder, Smylo, said, “Most people don’t realise this, but cats are obligate carnivores and India’s cat food market has largely ignored that fact. Shark Tank India gave us a powerful platform to call out this nutrition gap. Smylo was born to fix what’s fundamentally broken in cat food, and the response from the Sharks and cat parents only reinforces one thing: cats deserve far better than what they’ve been getting.”
Kartikeya Gupta, Co-Founder, Smylo, added, “We didn’t just spot a market opportunity, we lived the problem ourselves. That’s why Smylo is a cat-only brand, not a
spin-of of dog food. With the backing of our investors, our goal is clear make natural, fresh-meat nutrition accessible at scale and fundamentally raise the bar for feline health in India.”
Kunal Bahl said, “Rohit and I have experienced the joys and learnings of entrepreneurship. And hence, we are always happy to support others in their journeys. Abhishek has been a valued member of the Titan Capital team, and we have been thrilled to support him in his entrepreneurial pursuit with Smylo. The journey of a team member becoming an entrepreneur and then pitching in the tank has been incredibly rewarding to watch. We wish him and Kartikeya the very best”
Varun Alagh said, “Smylo stood out to me because the founders are intentional about building more than just a product; they’re building a purpose-led brand and a community of loyal consumers. Today’s market rewards brands with clarity and focus, and Smylo’s commitment to mastering one category, cat food, puts them in a strong position to lead and disrupt. They’re absolutely going to ace it.”
Sharing their perspective, Anupam Mittal said, “What stood out immediately was the founders’ refusal to compromise on product quality or on focus. By obsessing over just one category of cat food they’re building depth, trust, and a loyal community. That kind of clarity is what creates truly disruptive consumer brands.”
Launched in November 2024, Smylo addresses a critical gap in India’s pet food ecosystem. While cats require high-protein, meat-forward diets, much of the category remains dominated by carb-heavy formulations with artificial preservatives, fillers and by-products. Smylo’s vet-formulated recipes are made with real, fresh meat and 100% natural ingredients, free from artificial preservatives, colours and flavours.
Since launch, Smylo has recorded approximately 20% month-on-month growth within 14 months, backed by a 4.8-star rating from over 10,000 cat parents. The brand is available through its D2C platform getsmylo.com, as well as Amazon, Flipkart, Supertails, and quick-commerce platforms including Blinkit, Zepto and Swiggy Instamart.
India’s pet food market is currently estimated at ₹10,000 crore, growing at a strong double-digit CAGR, driven by millennial and Gen Z pet parents. Cat food remains among the fastest-growing segments, with India’s cat population expanding nearly twice as fast as dogs—mirroring global trends where cat food categories rival or exceed dog food in mature markets.
Following its Shark Tank India investment, Smylo plans to expand its product ranges, strengthen research and development, deepen distribution, and invest in consumer education around feline nutrition. As the show continues to influence mainstream startup discourse, Smylo’s appearance stands out for bringing sustained attention to the future of cat-first, clean-label pet nutrition in India.
