Maneka Gandhi’s Woofly, an INR 40 vegan dog food, enters India’s USD 1 billion pet food market with a plan to nourish strays.
What happens when a woman who lost her husband young, turned to animals, and became a Member of Parliament several times, launches an all-vegan meal for strays?
Meet Maneka Gandhi and Woofly, from her Compassion Foods. Each INR 40 packet holds 100 grams of powder, boiled with water into about 300 grams, served with rice.
Gandhi says the formulation took four years of trial and error. Woofly is made at a third-party vegan facility in Jaipur, reportedly developed at its own cost.
Profits are meant to fund People for Animals, which she founded. Her aim, she says: “The idea is to make the feeding of animals vegan.”
India’s pet food market is about USD 1 billion, growing 11% yearly, against a global USD 130 to 150 billion growing 4-6%.
Among brands, Woofly faces Mars with Pedigree and Royal Canin, Nestlé Purina, Drools, Godrej Ninja, and vegan rival Paws for Greens. Abroad, Wild Earth and Benevo lead vegan.
Nestlé took a minority stake in Drools, now a unicorn, while Godrej launched Ninja with an investment of INR 500 crore.
Separately, retailers shape shelf access: Heads Up For Tails has 115 stores and its own Sara’s food, while Supertails, Zigly and Just Dogs expand across cities.
Heads Up For Tails is reportedly closing a USD 25 million Series B round, and Supertails raised USD 30 million in February 2026 for clinics and quick delivery.
Most Indian households feed pets and strays the same home food, out of love. Few afford branded nutrition, yet research shows dogs and cats need distinct diets.
One Gandhi fought for India’s independence through non-violence. Another Gandhi now gives animals nutrition of their own, free of leftovers and flesh, with real hope for every stray.
Editor’s Note
Woofly’s real competitor is not Drools or Ninja; it is the kitchen.
At INR 40, Gandhi has priced against leftovers, targeting the community feeder. Her belief is plain: “I believe all living beings are equal.”
A cause-led product turns daily compassion into a repeat purchase, which fundraising alone never could.
Credibility will rest on veterinary validation, especially for Meowly, where cat nutrition leaves little room for error. Transparent data and independent trials will earn trust.
Get that right, and Woofly can nourish millions of strays while proving that compassion, scale and a sound business model belong on the same shelf.
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