Heaptalk, Jakarta — Singapore-based pet nutrition company Pawprints Group has extended its seed funding round for an undisclosed amount. Asia Fund X (AFX), a fund supported by MSW Ventures and Pavilion Capital.
The strategic financing round, follows a US$1.7 million seed round in November last year, represents a significant milestone for this startup as it comes off an outstanding performance in successive quarters. The capital injection and newly formed strategic alliances will substantially bolster Pawprints’ innovation capabilities and operational capacities through measured bench-building and onboarding of veterinary and nutritional experts.
Pawprints Group, the parent company behind the Pawrprints and Heka brands, emphasizes sustainability by incorporating Black Soldier Fly (BSF) protein in its pet food. This method significantly reduces environmental impacts, and insect protein farming emits 97% fewer greenhouse gases than traditional meat sourcing and processing in pet foods. By blending holistic nutrition with contemporary innovation, the company can specifically target pets with allergies and dietary sensitivities with this superfood insect protein.
“I wanted to provide superior, sustainable preferences for all pets, particularly the picky and sensitive ones. We will ensure to thrive on the environmentally sustainable and allergy-friendly diets available. With the support of our investors and our commitment to sustainable practices, we look forward to enhancing symbiotic and deeply intertwined lives of pets and pet owners worldwide,” Founder of Pawprints Group, Jacqueline Sulistyo, said.
Growth and achievement
Following the launch of its signature Pawprints brand in June 2023, the company more than doubled its monthly revenue and sold over 120 tons of pet food, demonstrating robust demand and a broad market fit for sustainable and health-focused pet nutrition. The company has also completed over 35,000 product orders, which is available in over 700 offline outlets. On the other hand, Pawprints boasts a high customer retention rate, with over 33% of its monthly revenue in Japan generated from loyal subscribers.
Pawprints Group works with internationally certified veterinary nutritionists to formulate its products, ensuring superior safety and quality in pet nutrition. Its pet food exceeds the nutritional standards and labeling guidelines set by the Association of American Feed Control Officials (AAFCO), guaranteeing that each product is tailored to meet the specific dietary needs of pets following their breed, age, and lifestyle.
A recent step towards this goal was the launch of an Omega Oil supplement made of 100% BSF protein. The unique and innovative supplement for dogs and cats showed significant skin and fur quality improvements, with noticeable results as early as 14 days after starting usage.
“The shift from bulk pet food purchases to tailored nutritional solutions opens substantial market opportunities for Pawprints’ multi-brand, multi-market approach. We are confident that Pawprints will guide this expansion across the region, and the company will leave an indelible mark in the pet nutrition industry,” General Partner at MSW Ventures, Jeffrey Seah, affirmed.
