Brothers Anil, Akshay, and Karan Mahendru from Delhi say Nootie was “born from love and backed by science.” Their journey began not in a boardroom or with big investors, but in a small family pet store. From those early days, they set out to build a nutrition brand with a clear goal: to make a difference in India’s pet care industry.
Early Roots: Small Store, Big Observations
According to a report , the Mahendru family opened their first Pet Point store in Punjabi Bagh, New Delhi, after noticing that a one-stop pet shop solution was missing in the city. Talking with customers every day, they saw there was a real need for good, affordable dog and cat food. Many brands promised a lot but were not always clear about what they offered.
Working in retail for years gave the brothers a practical view. They noticed pets became healthier with better food, and many Indian pet owners found labels hard to understand and imported products too expensive. Akshay, who studied biotechnology, began to think about creating a brand that used veterinary science to make products for Indian families.
The Birth of Nootie: Purpose Meets Product
Formally incorporated in 2022, Nootie emerged with a mission that was as emotional as it was strategic: to provide human‑grade, vet‑formulated pet food and wellness products accessible to Indian families and community caregivers alike. The brand’s philosophy crystallised around clean nutrition, transparency, and products that reflected real canine and feline dietary needs, not superficial packaging.
A key pillar of Nootie’s identity was its ₹10 biscuit, a compact, honestly priced snack that allowed people to feed community dogs safely and intentionally rather than giving random human biscuits. This idea was not just a marketing gimmick; it was rooted in the founders’ deep empathy for street dogs and belief that feeding should be safe, nutritious, and consistent. These small packs became symbolic of Nootie’s broader purpose of pet care as a community value, rather than just a commercial product.Along with food, the brand added grooming products, treats, accessories, and wellness items. Everything is made with advice from vets and high standards, without fillers, artificial colors, or preservatives.
Also Read: BRUM Raises €5 Million to Modernize Italy’s Driving Schools
Scale Without External Funding
Unlike many new startups that raise money early, Nootie grew mostly on its own before going on Shark Tank India. The company sold its products through its website, family stores, quick-commerce platforms like Swiggy Instamart and Blinkit, and on Amazon and other marketplaces across India.By late 2025, Nootie was selling over 3.3 lakh units each year, earning more than ₹24 crore in yearly revenue, and keeping a monthly run rate above ₹2 crore. They achieved this while staying self-funded and focusing on profits before looking for outside investment.
Why the Brand Resonates: A Core Idea With Heart
Nootie stands out not only for its products but also for the personal reasons behind them. Rather than starting with investors and marketing data, the brand grew from real experiences with pets and their families. Akshay has said that working in the pet store taught him about pet health and the concerns and hopes of pet owners. These insights shaped Nootie’s products and message.
Nootie’s clean-label, science-based approach was meant to stand out in a market filled with flashy packaging but poor nutrition. Their products are made for Indian weather, lifestyles, and budgets, with veterinary experts involved at every step.
The Shark Tank India Moment
When the founders appeared on Shark Tank India Season 5 in early 2026, they faced new competitors like Smylo. The Nootie team came in with strong business experience, serving over 70,000 families across India and offering a wide range of products in nutrition, grooming, and wellness.
During their pitch, the Mahendru brothers asked for ₹1 crore in exchange for a 1.2% equity stake, valuing Nootie at ₹83.33 crore. They spoke about their products in detail and with feeling, even mentioning recent Supreme Court debates about stray dogs. Co-founder Akshay called the judgment “harsh” and described the animals as community dogs, which fit the brand’s values.To show their confidence in the product’s quality, one founder even tasted a dog biscuit on air. This act showed Nootie’s trust in its human-grade recipes. During the show, the Sharks gave feedback on the business, including questions about brand clarity and diversification, which led the founders to explain their strategy.
Ultimately, they In the end, experienced investors Anupam Mittal and Namita Thapar saw real potential and offered ₹1 crore for 4% equity, plus a 1% sales royalty until their investment was paid back. Nootie was valued at around ₹25 crore and received funding as well as strategic support to help the company grow. According to information from Nootie, the brand is focused on shaping the future of pet wellness in India by combining human-grade nutrition, research and development, and compassionate care for pets.
Charting the Future: Beyond the Pitch
Today, Nootie stands at a pivotal point, working to balance its family heritage with new opportunities for growth. With strong trust from retailers and new investor support, the brand is ready to expand, build its reputation in nutrition science, and keep working to feed both pets and community animals responsibly.
In a field where storytelling, authenticity, and actiIn a field where storytelling, authenticity, and action all matter, Nootie proves that a business can succeed by staying true to its core values: caring for pet health with compassion, research, and real experience, not just by chasing profits.
Also Read: BARBIEs and the Rise of Returnee Founders in India’s Startup Ecosystem
