Lickicious raises Rs 19 Cr led by Prath Ventures for pet food expansion
Pet food and nutrition brand Lickicious has raised Rs 19 crore in growth capital through a mix of equity and institutional debt. Prath Ventures led the round, with participation from the founders of Atomberg and several senior industry CXOs. The company did not disclose the deal valuation.
Founded in 2024 by Shashwat Sahai and Chandan Jha, Lickicious operates under Nuvexo Wellness Pvt Ltd and sells food and nutrition products for dogs and cats. The brand focuses on palatability, transparent nutrition, and product quality.
The fresh capital will be deployed across capacity, capability, and category expansion. Lickicious is developing a 60,000 sq ft manufacturing and distribution footprint to increase production capacity, improve supply reliability, and tighten control over product quality.
The company will also invest in R&D, quality, manufacturing, supply chain, brand, and commercial functions. It plans to expand its portfolio across products, formats, species, and sales channels, moving beyond its digital-first model toward an omnichannel pet nutrition business.
Lickicious is targeting Rs 100 crore in annual revenue as a milestone, with the stated aim of becoming one of India’s top three pet food companies over the next decade.
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Why it matters
India’s pet food market is shifting from commodity to brand-led purchasing, with product quality and manufacturing control emerging as competitive moats a familiar pattern in consumer markets that later consolidate around two or three trusted names.
A 2024-founded company committing to 60,000 sq ft of owned manufacturing this early signals conviction that vertical integration will determine who captures category-defining share, not just early-mover buzz.
Prath Ventures' institutional backing alongside operators from Atomberg suggests the investment thesis rests on manufacturing depth and multi-channel distribution rather than pure D2C growth.
For a global buyer or partner watching India's consumer landscape, pet nutrition is beginning to look like the D2C playbook from 2018, just a few years behind on the adoption curve.
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