StartUps

Nutrient-dense pet food by TABPS – a Coimbatore-based startup!

There’s more to unconditional love when it comes to man’s best friend! Brindha Prabhu, the co-founder of Coimbatore-based, TABSPS, affirms that the diet of dogs and other domestic pets is as important as that of humans. The words nutritious pet food is what got Canta Dadlaney talking to Brindha Prabhu about her startup that manufactures wholesome and nourishing food for dogs.

How and when did TABPS come about?

TABPS Pvt. Ltd was formed in 2021 with the key concern to introduce quality food products for all pet owners. The other co-founders namely, Arun Mukherjee, Soumya Malani, and Prabhu Gandhikumar, had a similar line of thought which gave rise to TABPS, the acronym formed from the respective names. As pet lovers, we figured out an Ayurvedic twist to pet foods and found an exponential demand for them. This led us to believe that we could offer truly, healthy food to pets.

As pet lovers, we figured out an Ayurvedic twist to pet foods and found an exponential demand for them.

Did you conduct any independent research on this concept?

It’s not a newly found concept. It dates back to 1463 BC when King Ashoka had set up a veterinary hospital offering Ayurvedic treatment to pets. There are numerous global case studies as well. A noteworthy mention is that of a German Shepherd with a low blood count. The vets stated it would live for only six months. However, it was treated with Ashwagandha, an Ayurvedic ingredient and this brought about an increase in its blood count by 30-40 percent!

You mentioned that the pandemic is said to have caused various allergies to pets. Was that an eye-opener for you?

Yes, it was. Our country is abundant in all the raw materials required to make quality dog and cat foods. But we still end up importing tonnes and tonnes of pet food. The risks of doing that are one too many and it got highlighted due to supply chain disruptions during the pandemic. TABPS is aimed at filling that need for Indian-made quality food for pets. We wanted to enrich the Pet food sector entirety.

TABPS is aimed at filling that need for Indian-made quality food for pets. We wanted to enrich the Pet food sector entirety.

Are your products for all pets or only for dogs, and how healthy are they?

Currently, we offer nutrient-rich foods for only dogs. We are moving one step at a time and plan to introduce products for cats as well.

The ingredients are native and come with varying Ayurveda benefits which makes the products extremely healthy. One of the key ingredients is the microcrystalline hydroxyapatite compound (MCHC). This is the most effective source of calcium derived mostly from bovine bones and is easy to absorb.

How many pet owners did you experiment with? How did they respond?

Currently, we have more than 200 pet parents who have experimented and voiced their complete satisfaction with our products. Over the months, this positive response has spread via word of mouth and the overall response has surpassed our expectations.

What was your initial marketing concept?

In 2021, we started marketing our Filomilo range of biscuits in pouches which were priced at Rs 20. When you launch something it’s better to understand how well it’s received by doing a test trial. Once clients are satisfied, the demand grows naturally and you can launch the products in accordance with their needs.

What does your range of products include?

We have a range of 7 products like dog shampoo, milk powder, kennel wash and calcium tablets. We have consistently added a new product at intervals of 4-5 months. We also have cat litter and will be introducing more products for cats soon. In the recent past, we have also introduced treat fills, which are unique by all standards as they entail millets, Ayurveda and are enriched with fish and chicken oil.

The professionals in your team?

We have a Europe-based veterinary doctor responsible for the formulations of all our recipes. We have an R&D team that manages all the trials and the final recipes.

Since the launch in 2021, what has been the market response till date?

The response from pet parents has been extremely encouraging. Many have reverted with various suggestions, the most popular one being dry food for pets, which we are working. Last year, we were nominated by Amazon as the preferred choice for pet food! Such responses have motivated us further and we are sure we will be able to meet the many demands coming our way in a very satisfactory manner.

Last year, we were nominated by Amazon as the preferred choice for pet food!

With quite a few competitors in the market, what is your USP?

Yes, our competitors do have massive budgets, great marketing campaigns and a pan-India presence. Despite all that, we knew we could overcome all obstacles via our value proposition and our USP of incorporating Ayurveda. Moreover, the market has a lot of potential. Neither do we have deep pockets nor do we believe in larger-than-life campaigns. When our products were launched, competitors offered many freebies to the same outlets but that did not dampen our spirits. We knew we had something special to offer and stuck to our USP.

Brindha Prabhu stands a class apart in the world of entrepreneurs. Her crystal-clear vision of providing healthy food to dogs and other domestic pets is reflected in every product that is created with the utmost care and love. No wonder then that her products have become a hot favourite with many pet parents. She ensures her products pamper her own pets, a Saint Bernard and a Boxer, to the hilt. With exports on the agenda, TABSP is also planning to tie up with animal shelters. The organization swears by the 3 ideals of Quality, Packaging, and Customer service. In Brindha’s words, “Keep it simple – it always works.”

May 1, 2023

The Fresh Faces of India’s Clean Eating Revolution

Eat Right Clean eating is no longer a fad but a necessity in the times we live in, and several startups are making sure this is a choice that is easy to make. As people take charge of their health and well-being, eating clean is one of the most important priorities. BINDU GOPAL RAO features seven startups that are helping make this change, one plate at a time. Nutreat Hyderabad-based Nutreat was born in 2014 out of a personal need to provide clean, wholesome food for the founder’s son. Over time, this evolved into a deeper mission: to craft handmade, customised nutrition rooted in ancestral Indian food wisdom. “We handcraft each product using our signature four-step process sprouting, sun-drying, slow roasting, and stone grinding and tailor it to the individual’s age, health condition, and dietary needs. Nutreat promotes clean eating not just by avoiding processed ingredients, but by ensuring every spoonful is mindfully made and consciously consumed. In 2023, when our business was at its peak with franchise opportunities, foreign collaborations, and incubation offers we made a bold decision. We stepped back. We refused to bulk produce because it was creating false demand, pressuring both our team and consumers to buy more than they needed. That turning point reaffirmed our belief in nooverbuying and consciousconsumerism. Clean eating, we believe, must also be mindful free of waste, hype, or excess. While the wellness industry grows, we often see food wastage even in the name of healthy eating. Our model of customisation ensures that we make only what’s needed, drastically reducing waste while offering personalised nutrition,” says Jyothi Sri Pappu, Founder & CEO, Nutreat. Moving forward, their goal is to scale impact, not volume, by nurturing conscious consumers, supporting women artisans, and creating a food culture rooted in purpose. The Kenko Life

StartUps

House of Creativity: Sinha Brothers Redefine India’s Art Scene with a Legacy-Fuelled Vision

In a world where creativity often competes with commerce, LUV and KUSSH SINHA are merging both purpose and passion. Drawing from their rich cinematic heritage and a lifelong connection to the arts, the Sinha twins have launched The House of Creativity (HOC) a platform dedicated to showcasing and supporting contemporary Indian artists. Their goal is to democratize access to visual art, giving emerging talents a space to thrive while also expanding the reach of Indian artistry on a global stage. In conversation with SINDURI VUPPALA, the duo shares how their entrepreneurial journey is not just about art, but about creating a movement that celebrates originality, honours legacy, and nurtures the future of India’s creative community. 1. Can you take us back to when your relationship with visual art truly began? Luv: My relationship with visual art began at a very young age. I was deeply influenced by Hindi cinema the films my father acted in, those of Mr. Bachchan, and other legends. As I grew older, Japanese animation, video games, and comic books also left a huge impression on me. Each artist, every inker, has their own style those differences fascinated me. Film too, being a moving image, played a huge role. Pause it, and it becomes a photograph. That connection influenced me tremendously. 2. What led to the birth of the House of Creativity? Was there a defining moment or conversation? Luv: It started with conversations at home during the lockdown. I kept thinking about the number of immensely talented artists who just don’t have a platform. Art can be an exclusive world, but coming from the film industry, I felt we could help expand its reach. The idea of starting digital-first made sense due to restrictions, but our long-term vision is definitely to open physical galleries and make

StartUps

Why Piyush Goyal’s Note Strikes a Chord with Many

In a fast-paced economy where entrepreneurship is often glamorized and unicorn status is considered the ultimate goal, Union Minister Piyush Goyal’s recent cautionary note to start-ups has sparked conversation across boardrooms, social media feeds, and co-working spaces alike. At a time when headlines celebrate billion-dollar valuations and multi-million funding rounds, Goyal’s reminder to prioritize sustainability over vanity metrics comes as both a wake-up call and a much-needed dose of realism. What Did Piyush Goyal Say? While addressing a forum of young entrepreneurs and start-up founders, the Commerce and Industry Minister highlighted the growing trend of start-ups focusing more on valuation than value creation. He advised founders to stay grounded, reminding them that real impact lies in solving problems, building sustainable models, and creating employment — not just in raising capital or reaching the next funding milestone. Why It Resonates 1. The Valuation Bubble India has witnessed a boom in the start-up ecosystem over the last decade, becoming the third-largest start-up hub in the world. However, this rapid rise has also led to the emergence of overvalued unicorns, many of which struggle to generate profits or even break even. Goyal’s words hit home because several start-ups that once shone brightly have now either shut down or drastically downsized. 2. Funding Winter & Layoffs In the past year, a noticeable funding winter has taken a toll on many start-ups. With VC purse strings tightening, companies have been forced to lay off thousands of employees, scale back operations, and rethink their business models. Goyal’s comment serves as a timely reminder that blind growth can be dangerous without a stable foundation. 3. Founders Facing Burnout The hustle culture in start-up circles often glorifies 20-hour workdays and constant “grind” mentality. However, a growing number of founders are speaking out about mental health challenges, anxiety, and burnout. Goyal’s emphasis on sustainable growth also indirectly supports a healthier entrepreneurial mindset — one that doesn’t chase

StartUps

Water Warriors

The harsh summer of 2024 is a stark reminder that there is an urgent need to conserve the elixir of life: water. So, what is causing the water crisis, and how does one mitigate its impact? Climate change, high contamination of water, over-exploitation of groundwater, deforestation, reduced rainfall, and increased agricultural demand are some of the main reasons for water shortage. However, while the water situation seems stark, there is a silver lining on the cloud as many water-saving ventures seek to make a difference. Bindu Gopal Rao highlights several of these impactful initiatives. Water Warriors Bala Vikasa, Telangana Bala Vikasa is an NGO pioneering community-driven sustainable development activities in seven states, impacting about eight million people. A significant initiative they have is to provide access to safe drinking water at an affordable price of Rs 3-5 per 20 litres to rural communities suffering from high fluoride content in the available groundwater. Most small and marginal farmers rely heavily on natural freshwater resources for irrigation. However, groundwater depletion and low rainfall in urban and suburban areas have led to severe water scarcity, pushing farmers into a vicious cycle of debt due to reduced crop quality and yield. “In response to the struggles of farmers in rural Telangana, Bala Vikasa, founded by André Gingras (90) and Bala T. Singareddy (83), launched a pioneering farm pond construction program in 2015. This initiative, supported by CSR partners, aims to help farmers conserve rainwater, meet their irrigation needs, and replenish groundwater,” says Shoury Reddy Singareddy, Executive Director, Bala Vikasa. The program began in Ontimamidipally village, Warangal District, in 2015. In 2019, Bala Vikasa extended support to farmers in the suburbs of Hyderabad, following requests from the farmers of Upplingapur village, Medchal. This expansion underscores the program’s success and vital role in promoting sustainable agricultural