Urban Animal was co-founded by Akash Murali and Arunav Vaish, entrepreneurs passionate about revolutionizing pet health through genetic testing.
Their dedication to quality and customer satisfaction drives Urban Animal’s mission to improve canine health outcomes.
Akash Murali and Arunav Vaish bring diverse expertise to Urban Animal.
Akash focuses on business strategy, while Arunav contributes to product development and veterinary partnerships.
Together, they aim to make genetic testing accessible and actionable for pet owners.
Brand Overview
Urban Animal is a Karnataka-based startup offering a comprehensive dog DNA test to identify over 130 genetic diseases.
The service involves collecting a saliva sample, analyzing it, and providing a digital report along with a customized prevention plan prepared by expert veterinarians.
Urban Animal’s mission is to empower pet owners with proactive health management tools, enhancing their pets’ quality of life.
Shark Tank India Appearance & Ask
Urban Animal appeared on Shark Tank India Season 4, seeking ₹45 lakh for 5% equity at a ₹9 crore valuation.
The founders showcased their innovative DNA testing service and its potential to transform pet healthcare.
Season and Episode Air Date
Season: 04
Episode: 49
Episode Air Date: Thursday, 13 March 2025
Product Overview
Urban Animal’s flagship product is a once-in-a-lifetime dog DNA test that:
Identifies 130+ genetic diseases using a simple saliva sample.
Provides a digital report detailing genetic predispositions.
Includes a customized prevention plan crafted by expert veterinarians to help manage potential health risks.
Investor Reactions
The Sharks expressed several concerns:
Anupam Mittal: Questioned the scalability and market size of the pet genetic testing segment.
Namita Thapar: Highlighted the need for strong veterinary partnerships to validate the service.
Aman Gupta: Felt the business model required more traction before investment.
Kunal Bahl: Advised focusing on building a stronger brand presence.
Viraj Bahl: Did not invest due to concerns about market competition.
Customer Engagement Philosophy
Urban Animal engages customers by:
Educational Content: Blog posts and videos explaining genetic testing benefits for pets.
Personalized Support: Offers customized health plans based on DNA test results.
Community Building: Encourages pet owners to share their experiences with genetic testing.
Product Highlights
Comprehensive Testing: Covers over 130 genetic diseases, providing a detailed health profile for dogs.
Non-Invasive: Uses a simple saliva sample for testing, reducing stress on pets.
Actionable Insights: Includes a prevention plan to help pet owners manage potential health risks proactively.
Future Vision
Urban Animal aims to:
Expand Testing Services: Offer genetic testing for other pets (e.g., cats) by 2026.
Strengthen Veterinary Partnerships: Collaborate with more veterinarians to validate and promote the service.
Global Expansion: Target markets in Southeast Asia and Europe by 2027.
Tech Integration: Develop an app for tracking pet health and providing personalized advice.
Deal Finalized or Not
Urban Animal did not secure a deal.
Despite their innovative product, the Sharks raised concerns about scalability, market competition, and the need for further validation of their business model.
The founders received valuable feedback and mentorship but left without an investment.
Urban Animal Shark Tank India Review Website Data
Category
Details
Website
Urban Animal
CMS Platform
WordPress
Advertise with Google Ads
Yes
SEO Performance
Good, but improvement needed
Organic Traffic
11.3K visitors per month
Founders
Akash Murali and Arunav Vaish
Mission
Improve canine health outcomes through genetic testing
Expertise
Akash focuses on business strategy, Arunav focuses on product development and veterinary partnerships
Brand Overview
Dog DNA testing service for over 130 genetic diseases, providing digital reports and customized prevention plans
Shark Tank India Appearance & Ask
Season 4, Episode 49, ₹45 lakh for 5% equity at ₹9 crore valuation
Investor Reactions
Concerns about scalability, veterinary partnerships, traction, and competition
Customer Engagement Philosophy
Educational content, personalized support, community building
Product Highlights
Comprehensive testing, non-invasive saliva sample, actionable insights with a prevention plan
Future Vision
Expand testing to other pets, strengthen veterinary partnerships, global expansion, tech integration with a mobile app
Deal Finalized or Not
Did not secure a deal
Business Potential in India
India’s pet care market projected to grow ₹7,000 crore (2023) to ₹10,000 crore by 2028, Urban Animal has early traction with ₹40+ lakh revenue from 700+ kits sold
Total Addressable Market (TAM)
USD 676.64M by 2030 in global pet DNA testing market
Serviceable Market
₹2,000 crore opportunity in India’s dog DNA testing segment by 2030
Ideal Target Audience
Age: 25-50 years, Location: Tier 1/2 cities, Income: ₹10-25 lakh/year, Pet owners prioritizing preventive healthcare
Marketing Strategy
SEO optimization, influencer campaigns, educational content, community engagement
Low awareness, high costs – educational campaigns, tiered pricing models
Reasons for Success
Growing awareness of hereditary diseases, increasing demand for preventive healthcare, early revenue validation
Future Business Roadmap
2025-2026: Expand to cats, achieve ₹1 crore annual revenue; 2027: Mobile app, enter Southeast Asia; 2030: Raise Series A funding at ₹50 crore valuation
Market Size: India’s pet care market is projected to grow from ₹7,000 crore (2023) to ₹10,000 crore by 2028 at a 10.5% CAGR, driven by rising pet ownership and awareness of preventive healthcare.
Niche Opportunity: The global pet DNA testing market is valued at USD 365.34M (2023), expected to grow at 9.45% CAGR, with India poised for substantial growth due to increased adoption rates and veterinary advancements.
Revenue Validation: Urban Animal generated ₹40+ lakh revenue from 700+ kits sold across six cities, demonstrating early traction.
Total Addressable Market (TAM)
TAM: USD 676.64M (global pet DNA testing market by 2030).
Serviceable Market: India’s dog DNA testing segment could capture 20% of the domestic pet care market, creating a ₹2,000 crore opportunity by 2030.
Ideal Target Audience & Demographics
Demographic
Details
Age
25–50 years
Location
Tier 1/2 cities (Mumbai, Bengaluru, Delhi)
Income
₹10–25 lakh/year household income
Behavior
Pet owners prioritizing preventive healthcare; tech-savvy individuals open to genetic solutions.
Marketing Strategy
Problem: Limited brand awareness and low SEO performance (11.3K monthly visitors).
Solutions:
SEO Optimization: Target keywords like “dog genetic testing India” and “preventive pet healthcare” to boost traffic by 3x (30K visitors/month).
Influencer Campaigns: Collaborate with pet influencers (e.g., Pooch Tales) for Instagram reels showcasing DNA test benefits.
Educational Content: Publish blogs/videos explaining genetic diseases and prevention plans tailored for pets.
Community Engagement: Launch forums for pet owners to share success stories and seek advice.
Digital Marketing Strategy
Platform
Strategy
Goal
Instagram & Facebook Ads
Promote testimonials and DNA kit discounts
20% engagement rate
Google Ads & Snap Pixel
Retarget abandoned carts with offers
12% conversion rate
LinkedIn Campaigns
Highlight veterinary partnerships for B2B collaborations
Expand to clinics in Tier 2 cities
Distribution Strategy
Online Channels: Strengthen WordPress site UX; list products on Amazon and Flipkart for wider reach.
Offline Partnerships: Collaborate with veterinary clinics and pet stores in six Tier 1 cities.
B2B Expansion: Supply DNA kits to breeders and animal shelters for health screening programs.
Advantages
First-Mover Advantage in India’s Pet DNA Testing Market: No direct competitors dominate this niche yet.
Non-Invasive Testing: Saliva-based kits reduce stress on pets compared to blood samples.
Actionable Insights: Customized prevention plans empower pet owners with proactive healthcare strategies.
Challenges & Mitigation Strategies
Challenge
Mitigation Strategy
Low awareness of genetic testing benefits among Indian pet owners
Launch educational campaigns via social media and veterinary clinics.
High costs of DNA testing kits compared to general pet care expenses
Introduce tiered pricing models with basic and premium options.
Reasons for Success
Growing awareness of hereditary diseases among Indian pet owners.
Increasing demand for preventive healthcare solutions in urban areas.
Early traction with ₹40+ lakh revenue from initial sales validates the product-market fit.
Future Business Roadmap
2025–2026: Expand offerings to include genetic tests for cats; achieve ₹1 crore annual revenue through partnerships with veterinary clinics in Tier 2 cities.
2027: Develop a mobile app integrating DNA test results with personalized health tracking; enter Southeast Asian markets like Singapore.
2030: Raise Series A funding at ₹50 crore valuation; target ₹5 crore ARR through global expansion into Europe’s growing pet care market.
Valuation Growth Roadmap for Urban Animal
Short-Term (2025): Boost valuation to ₹15 crore by expanding distribution channels and veterinary partnerships.
Mid-Term (2027): Secure Series A funding after achieving ₹3 crore ARR through product diversification into cat genetic testing.
Long-Term (2030): Aim for ₹50 crore valuation via international expansion and tech-driven scalability in preventive pet healthcare services.
Urban Animal’s innovative approach positions it as a game-changer in India’s emerging pet DNA testing market, leveraging first-mover advantage, educational outreach, and strategic partnerships with veterinarians. By addressing scalability challenges and expanding its product portfolio, it can achieve sustainable growth while empowering Indian pet owners with actionable insights into their pets’ health.
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