Maneka Gandhi is venturing into the pet-food market with the launch of Woofly, a ₹40 per 100 gram vegan dog food, aimed at establishing a sustainable income source for animal welfare. This initiative is under her brand, Compassion Foods, and the product is manufactured in a vegan facility in Jaipur.
Her passion for animal welfare began over 40 years ago when she invested ₹8 lakh from her late husband’s estate to create an animal shelter near Delhi, which now provides care for thousands of animals.
Recognizing the need for consistent funding for her initiatives, Gandhi shifted her focus to pet food, emphasizing the importance of creating a steady income stream rather than relying on donations. Woofly’s concept allows the food, when mixed with water, to expand for serving, resembling the idea of instant noodles.
The target audience includes pet owners and those who feed stray dogs, especially in areas where chicken and rice is the norm. Gandhi is committed to promoting vegan feeding, stressing that no animal should be fed another animal.
Woofly products will be sold through major e-commerce platforms, and profits will support her founded organization, People for Animals. Future plans include expanding the product range to cater to older and diabetic dogs, along with a taurine-fortified vegan cat food called Meowly.
Her broader vision seeks to advocate for vegan diets for pets, highlighting the ethical concerns of feeding meat-based diets to animals. Woofly was launched on World Animal Day, marking a significant step toward a self-sustaining animal welfare initiative. The effectiveness of this venture will ultimately be measured by its ability to generate the necessary funds to support her mission.
