Each pet is unique and has its own needs. Given that pet care is not personalised, Pune-based Anushka Iyer launched Wiggles after she realised that it was time to question the status quo of the ‘one size fits all’ approach. “What is considered good for one pet may not necessarily be good for another,” she says.

During the lockdown, she also created India’s first pet sanitiser that is alcohol-free. “To no one’s surprise our first batch was sold out in 48 hours. Also, our wet food for dogs is 100 per cent human grade, which means humans can taste it too! Premium ingredients with herbs like ashwagandha help their heart and gut.” Their latest creation is Yibble, a dry oven-baked food for senior dogs.