Fredun Pharma acquires Wagr.ai
Fredun Pharmaceuticals Limited today announced the strategic acquisition of all assets of Wagr, a petcare platform with patented pet fitness tracking technology and neutral marketplace.
The acquisition includes Wagr’s comprehensive technology platform, user base of 140,000+ pet parents, patented pet fitness tracking technology, and established veterinary network—creating an unprecedented ecosystem that addresses critical gaps in the Indian pet care market.
tal64.com facilitated the transaction.
India’s First Neutral Pet Marketplace
Unlike existing e-commerce platforms that either lack pet-specific focus or promote proprietary brands, the FPL-Wagr platform provides an unbiased marketplace for new-age pet brands and established brands alike.
FPL’s strategic positioning in functional food, wet food, and prescription food categories—with no presence in dry food, biscuits, or other commodity segments—enables the company to maintain complete neutrality while hosting competing brands.
Critically, all sales transacted through the platform, regardless of brand, will be registered under Fredun Pharmaceuticals Limited’s revenue, creating a unified commerce ecosystem that benefits the entire pet care industry.
Comprehensive Support System for Pet Parents
The integrated platform addresses the needs of India’s burgeoning community of new pet parents through multiple support channels:
On-Demand Telemedicine (launching within 6-9 months): Through Wagr’s existing app infrastructure, pet parents can access a “Practo-style” veterinary consultation system, selecting from online doctors for 15-minute video consultations. The platform features seamless payment integration and has already facilitated over 11,000 consultations.
Pan-India Doctor Network (launching within 6-9 months): A comprehensive network connecting pet parents with veterinary professionals across the country, complemented by specialized educational programs designed for veterinary professionals to enhance their knowledge and service delivery.
AI-Powered Pet Care: The platform features Toto, the world’s first AI pet care chatbot, which has answered over 10,000 questions, providing personalized, real-time advice to pet parents.
Revolutionary Fitness Technology
Building on Wagr’s pioneering work as India’s first GPS and fitness tracker for dogs (launched in 2019), FPL will reintroduce patented fitness tracking technology for pets in FY 2026-27.
Like human fitness bands and smartwatches, these innovative devices will enable pet parents to monitor their pets’ health metrics, activity levels, and overall wellness in real-time. The hardware has been field-tested with hundreds of pets across India, and the technology has proven reliable in diverse environmental conditions, from urban apartments to rural farmlands.
Real-time GPS location tracking using 4G SIM connectivity
Advanced activity monitoring through WiFi and motion sensors
AI-powered fitness analytics that track resting, active, and playing states
Compact, pet-friendly design with durable collar attachment system
Seamless app integration for real-time data visualization
Fredun Medhora, MD of Fredun Pharmaceuticals Limited, stated:
“FPL’s long-term vision is that every pet in India should be using a FPL product or service. This strategic acquisition represents a transformative moment for the Indian pet care industry. By combining our deep expertise in pet nutrition with Wagr’s proven technology platform and user base, we’re creating something unprecedented a truly neutral marketplace that serves the entire ecosystem while providing comprehensive support to pet parents. Our vision extends beyond commerce; we’re building a complete support system for India’s growing community of pet parents, with 24/7 veterinary access, AI-powered guidance, and cutting-edge fitness tracking technology.”
“What makes this particularly powerful is our unique positioning. Because FPL doesn’t compete in categories like dry food or biscuits, we can genuinely serve as a neutral platform, hosting all major brands while ensuring that every transaction regardless of brand contributes to our ecosystem’s growth. This is the future of pet care commerce in India.”
Siddharth Darbha, Co-founder, Wagr, commented: “Wagr has always stood for trusted, compassionate pet care. With Fredun Pharma’s decades of expertise and deep commitment to wellness, that promise will now touch many more pet families.”
Advaith Mohan, Co-founder, Wagr, commented: “Building Wagr has been a journey of love for pets and trust from their parents, and seeing it grow under Fredun Pharma feels like sending it off to an even bigger family.”
Transaction Structure
The transaction structure is the first-of-its-kind in India’s pet care industry, featuring a zero-cash acquisition by FPL.
In this strategic arrangement, Wagr’s investors and founding team have joined the FPL group as equity partners, demonstrating their confidence in the company’s vision and commitment to building the next-generation pet care ecosystem.
Rather than taking an exit, Wagr’s original investors and founders have chosen to remain actively involved as long-term partners, reinforcing their belief in the combined potential of FPL and Wagr. FPL, in turn, has structured the deal to channel future investments directly into business expansion, innovation, and technological enhancement, ensuring that the partnership drives sustainable growth in India’s rapidly evolving veterinary and pet wellness sector.
Strategic Rationale
Wagr, after 8 years of R&D, lacked the resources and scalability to sustain independent operations despite having strong technology and market presence.
Rather than liquidation, a strategic restructuring was designed in partnership with Fredun Pharmaceuticals to maximize value for all stakeholders, which had:
Aligned interests in the pet care sector
Deep financial resources provided by Fredun Pharmaceuticals
Robust manufacturing capabilities of Fredun Pharmaceuticals
New Ownership Structure
Following the transaction, the ownership structure of Wagr is as follows:
Fredun Pharmaceuticals Limited (via subsidiary): 78% equity stake.
Original Wagr Shareholders and Other Investors: 20% equity stake, comprising IvyCap Ventures, IPV Ventures, Wagr Founders, and other investors.
tal64.com: 2% equity stake.
This structure represents a collaborative and future-focused ownership model, aligning FPL, Wagr’s founders, and investors toward a unified vision of innovation, growth, and long-term value creation in India’s dynamic pet care industry.
Asset Acquisition Details
The acquisition encompasses Wagr’s comprehensive asset portfolio from its founders and investor group, which includes IvyCap Ventures, Inflection Point Ventures, Stanford Angels & Entrepreneurs, and prominent angel investors, including Nitin Sharma (Co-head India, Antler, First Principles), Ashish Sharma (CEO, Innoven Capital, ex-President, GE Capital), and others.
Key Assets Acquired:
Wagr brand, trademark, and intellectual property
Patented Wagr hardware technologies
Complete software suite (apps, backend systems, firmware)
User database of 140,000+ pet parents
Website (wagr.ai) with 6,000 organic monthly visitors and 10+ million lifetime SEO impressions
Social media presence with 10,000+ followers
Established relationships with 70+ pet care product brands
Existing contracts with 20 veterinarians
Platform Performance Metrics
The combined platform brings impressive operational capabilities:
140,000+ registered pet parents
4.7/5 app rating
16,000+ transactions (veterinary consultations and e-commerce)
10,000,000+ organic impressions in 12 months
1,000+ products available from 70+ brands
11,000+ teleconsultations completed with 76 Net Promoter Score
5,000+ orders shipped with a 75 Net Promoter Score
Market Opportunity
India’s pet care industry is experiencing explosive growth, with a 22% CAGR projected from $1 billion (2021) to $6 billion (2030). The market encompasses:
Products: $900 million (pet food, treats, accessories, supplements, consumables)
Health: $250 million (veterinary care, diagnostics, pharma, insurance)
Services: $200 million (grooming, boarding, training, walking, live animal sales)
With 20 million pets in India and the number of new pet parents expected to increase significantly over the next decade, the timing is ideal for a comprehensive, technology-enabled pet care solution.
Awards and Recognition for Wagr
Wagr’s technology platform has received significant industry recognition:
Winner of Qualcomm Design In India program (selected from 300+ startups, $90,000 in grants)
World’s first 4G pet wearable
Featured at CES 2020 in Las Vegas
Early pioneer of veterinary telehealth in India (2021)
Launched the world’s first AI pet care chatbot (2023)
Best Product Debut Award at India’s largest pet festival
Read the story of Fredun Pharmaceuticals Limited:
Safe Harbor Statement: This story may contain forward-looking statements that involve risks and uncertainties. Actual results may differ materially from those projected.