D2C unicorn Licious invests in fresh pet food startup Pawfectly Made

Pawfectly Made will continue as a separate entity with its own production processes and supply chain, Licious comes in as strategic partner

Licious, India’s largest  D2C (direct-to consumer) unicorn has invested $1 million in a Bengaluru-based fresh pet food startup, Pawfectly Made. Pawfectly Made will continue to function as a separate entity with its own production processes and supply chain, as Licious comes in as a strategic partner leveraging their rich and nuanced understanding of the fresh animal protein sector to guide and scale Pawfectly Made faster.

"We are enthused by business ideas that are adjacent and complementary to our vision of building Licious as the Everything-Meat Brand,” said Nichelle Kamat, VP Category, Licious. “Pawfectly Made is a good strategic fit for us