Fur-ward Momentum: Emami Increases Stake and Strategic Control in Cannis Lupus Pet Care

Key highlights

 

India's top FMCG firm Emami Ltd has consolidated its presence in the rapidly expanding pet care segment by increasing its investment and operational grip in associate firm Cannis Lupus Services India. The decision follows Emami's interest to seize a bigger pie in the expanding market for Ayurvedic and natural pet products.

 

Strategic Moves and Investment Details

 

Emami has also converted loans outstanding, subscribed to compulsorily convertible preference shares (CCPS), and entered into an agreement for optionally convertible debentures (OCDs) with Cannis Lupus Services, thereby increasing its holding and strengthening financial and strategic control in the company.

 

In the last couple of years, Emami's stake increased from an initial 30%—bought in 2022 at an undisclosed amount—to 47% after CCPS conversion, with a potential to increase further in the very near future.

 

The firm's new investment in Cannis Lupus amounts to approximately ₹4.99 crore, which will be used towards funding growth, product development, and expansion of Ayurvedic and chemical-free pet care products under the Fur Ball Story brand.

 

Why the Pet Care Bet?

 

Cannis Lupus, which was established in 2019, deals in Ayurvedic medicines, food, supplements, and complementary products for pets, especially dogs. The brand has been facing growing demand, with India's pet care segment experiencing fast-paced urbanization and shifting consumer attitudes.

 

Emami's larger stake fits into a larger sectoral plan, building on its Ayurveda-centric R&D, India-wide supply chain, and established presence in several wellness categories ranging from personal to pet care.

 

This also sets Emami up to innovate and bring out new products suited for the Indian pet population—which is expanding at double-digit rates with increasing disposable income and changing attitudes towards pet health and wellness.

 

Market Impact and Future Directions With improved operational synergy, Emami and Cannis Lupus are poised to launch new Ayurvedic, herbal, and natural products to address demand for safe, effective pet care in urban and semiurban markets.

 

The acquisition bolsters Emami's inorganic growth strategy, rendering it a significant player in an otherwise unorganized and developing Indian pet care sector.

 

Sources: Angel One, Economic Times, AlphaTribe