Company Disclosure
Strategic Expansion Details
Fredun Pharmaceuticals Limited is implementing a phase-wise portfolio expansion for its Furlicks pet wellness brand. The company plans to introduce 16 new products over the next 6-9 months, expanding the brand from its current 6 SKUs to 22 SKUs in the first phase.
Current Product Portfolio
Furlicks currently offers oral-strip products addressing various pet wellness needs including skin and coat health, gut health, joint care, calming, oral care, and multivitamins.
New Product Formats
The expansion will move beyond oral strips into broader formats including:
- Dissolving strips
- Cold-extruded products
- Air-dried products
- Freeze-dried products
- Functional biscuits
Strategic Rationale
The expansion aims to engage with a wider range of pet-care occasions while strengthening the brand's proposition around convenience, innovation, and everyday wellness. This represents the next step in building Furlicks into a differentiated, multi-format pet wellness platform.
Management Commentary
Fredun Medhora, MD & CFO of Fredun Pharmaceuticals Ltd., stated: "We did not acquire Furlicks to simply add another brand to our portfolio; we acquired it because we saw the potential to build a meaningful pet-wellness business around a differentiated proposition. The next 6-9 months are about turning that potential into scale."
Manufacturing and Capabilities
The expansion will leverage FPL's strengths in manufacturing, R&D, and product development to accelerate innovation. The company aims to build Furlicks into a trusted, accessible, and relevant holistic pet wellness brand.
Distribution and Market Presence
Furlicks is currently available online across India. The next phase will focus on deepening the portfolio, expanding formats, and strengthening accessibility.
Future Roadmap
The first phase of 16 new launches establishes the foundation for the brand's next stage of growth. The company will retain the core promise of making pet care simpler and more convenient while developing Furlicks into a comprehensive, innovation-led pet wellness platform.