Ahmedabad-headquartered JUSTDOGS– an Indian start-up for petcare products has launched a new avatar called ‘JUSTDOGS Unconditionally Yours,’ ET Brand Equity reported. 

The move is expected to accelerate the company’s growth to the next level. 

Founded in 2011, the company claims to make the journey of pet parents smooth. It also said that the new identity would position itself as the friend of the pet parents and lovers. 

In 2022, the start-up raised $7 million in funding from Sixth Sense Ventures. It has a presence in 42 stores and claims to cater to 1.5 lakh consumers, YourStory reported. 

Commenting on the latest development, Asish Anthony, founder of the company, ”The rejuvenation movements have been conducted keeping its ethos intact as JUSTDOGS provides products and services that aid in a longer, happier and healthier life of a pet; and help pet parents in making the parenting journey smooth, convenient and better.” 

Poorva Anthony, the co-founder, added, “The new brand mantra is equipped to address this changing relationship between humans and pets where they are more than a parent to their pets, we look at households where a pet is loved and addressed as a sibling, child, niece and nephew and always an important factor in all family decisions made.”

Kashyap Sanghani, the head of Marketing, claimed, “The heart-shaped ribbon in blue is our key brand element that represents the relationship tied with unconditional love between pets and pet parents. The new brand positioning is a reflection of our loyalty towards pets.”