Fredun Acquires Furlicks: A New Chapter for Indian Pet Wellness

Mumbai-based Fredun Pharmaceuticals has acquired Furlicks, a pet-wellness brand specializing in easy-to-administer oral-strip supplements, from USV and its subsidiary Wellbeing Nutrition (Nutritionalab Pvt Ltd). Announced in early September 2026, the transaction marks Fredun’s strategic entry into India’s rapidly expanding pet-care and nutrition space. The deal value has not been disclosed.

Three key highlights:

1.Strategic takeover: Fredun gains an established pet brand, existing SKUs, and a D2C-friendly platform to build a broader wellness portfolio.

2.Aggressive product pipeline: The company plans to roll out 12 new SKUs in phase one, followed by 32 more in phase two—totaling 44 new products—to transform Furlicks into an everyday pet-health brand.   

3.Pharma-grade scale: Fredun will apply its strengths in manufacturing, R&D, quality control, and distribution to accelerate Furlicks’ growth and reach.

PetzcareIndia perspective: This deal confirms that pet wellness has moved from niche to mainstream. With India’s pet-nutraceuticals market expected to rise from ~USD 104 million (2025) to USD 162 million by 2031, and overall pet care growing at 8–10% CAGR, the shift toward preventive, science-backed supplements is accelerating.

For PetzcareIndia, Fredun–Furlicks is a strong signal that Indian pet parents are increasingly prioritizing daily health, functional nutrition, and convenient formats, setting the stage for a multi-brand, innovation-driven wellness wave across the country

What to watch next

• Channel expansion: How quickly Furlicks moves beyond D2C into modern trade, pet clinics, and e-commerce marketplaces.

• Pricing & pack architecture: Whether Fredun introduces value packs, subscription models, or vet-channel SKUs to drive penetration.

• Competitive response: Expect rival nutraceutical and FMCG-adjacent players to accelerate their own pet-wellness launches and claims substantiation.