British pet tech company PetInstincts has been unveiled as one of eight global start-up firms to receive funding and support through Purina’s business accelerator scheme.
The Unleashed by Purina programme, now in its fifth year, supports new generations of disruptive pet-tech and pet-care start-ups by offering resources to businesses that are integrating technology into pet-care products and services in novel and innovative ways.
PetInstincts’ Smart Pet Care System features a beacon, a Wi-Fi Camera, and an app that communicate together to support pets’ mental health when separated from their owners. The in home beacon can be triggered remotely to emit lights and sounds to keep domestic pets stimulated and engaged while their owners are away from home.
Other start-ups included in 2024’s Unleashed programme include businesses from France, Greece, Austria, Singapore, Canada, Brazil and Mexico. Purina provides each start-up on the Unleashed programme with a personalised scaling package that includes business and technology assistance tailored to their specific stage of growth.
The programme lasts 20 weeks, with mentoring and support offered from a range of Purina experts alongside industry experts as well as a structured and funded project of up to CHF 50,000 (£44,600) per company.
Anil Puri, founder and director of PetInstincts, said: “I’m so incredibly honoured to be a part of the Unleashed cohort. It’s unbelievable to think that the start-up that I dreamed up at university, is now partnering with one of the global leaders in our industry. For us, this level of recognition, support, and collaboration at such a scale means everything.
“During the programme we’ll be working on some very exciting projects, diving down the rabbit hole of pet care and co-creating the wonderland that is a future where pets and their owners worldwide are happier and healthier.”
Calum Macrae, director for Purina UK&I, added: “As we navigate a post-pandemic world, support for pets and their owners is more important than ever. With many pet owners returning to work spaces rather than working at home, the innovative use of tech solutions by PetInstincts to make sure our pets are happy when we can’t be with them all the time, is so valuable.
“I’m really proud that Purina is actively supporting great new entrepreneurial ideas like these, which ultimately will help improve the lives of pets and the people who love them, through our innovative Unleashed programme. I look forward to seeing the 2024 cohort grow through the programme.”
Since its inception, Unleashed has accelerated 33 start-ups.
