The Waggles Pet Food (Pvt.) Ltd. has been decorated as one of Pakistan’s 100 most impactful startups in the National Startup Championship. The company has invetned the hashtag MadewithLoveinPakistan and could establish itself as pet food brand.

“The startup space in Pakistan is increasing tenfold,” said the company’s CEO, Rafae Dossal at the platform SEE Pakistan. “The See Pakistan event was organized by various universities of Pakistan that wanted to highlight startups that are either localizing or innovating something. This is a matter of honor for Waggles, as we have been privately raising our own funds to scale up this venture, which sets us apart from tech startups.”

Dossal added that “it has been an incredible journey for his company, and he was thankful for local customers, calling them the company’s backbone. The brand’s success comes from its simple, all-natural recipes, he said.

“We use the food canning method to increase shelf life,” Dossal explained. “Otherwise, our pet food uses no preservatives. The recipes we make are high in moisture; we use broth-based recipes that are beneficial to the animals. We are now experimenting with dehydrated dog food, specifically with a dried chicken breast recipe, as well.”

Using omnichannel branding, customers can purchase the company’s wet dog and cat food as well as dog treats via internet. Furthermore, the products are available on Pakistan’s first e-commerce platform,, and at retailers Qureshi Retailers and Speedy Retailers.

“It has always been our vision to set up wet pet food first,” Dossal explained his focus on wet pet food. “We are now setting up dry pet food.”

Last year, Waggles has started to build a production facility which started operations now and is ISO 9001 and ISO 22000 certified. The company wants to invest in own production now producing 1,200 tons per year.

“We are importing machinery from Germany for our dry pet food line, which should be operational by Q4 of this fiscal year,” Dossal said.

“In terms of main competitors, we see Thai brands as direct competition in the export market,” Dossal said. “Thailand has a price advantage, and a good sea food source for protein. We are very similar as we also use natural ingredients, and no artificial flavors or coloring.”

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