About Hero Image
Our Belief
India's pets deserve food
India's pets deserve food
made for their Biology.
Not their owner's convenience.
We built UNDERSTOOD because the answer to "what should I feed my pet?" in India was either "expensive import" or "whatever's on the shelf." Neither was acceptable. So we made a third option.
👤
Founder Portrait
Sudhanshu Goyal
Certified Pet Nutritionist · Founder, UNDERSTOOD
"I became a pet nutritionist because I couldn't answer a simple question: what should I actually be feeding a dog?"
A client's Labrador was on kibble labelled 'premium.' Chronic loose stools, dull coat, low energy. The vet said the food was fine. I looked at the ingredient list. It wasn't fine.
I spent years studying what dogs and cats are biologically built to eat. Not what's convenient to manufacture. Not what markets well. What their biology requires. That knowledge became UNDERSTOOD.
We make our food in Pondicherry, at 50–75°C which helps keep the nutrients intact, with named ingredients, for dogs and cats that live in India. Nothing more complicated than that.
Certified Pet Nutritionist - formal training in companion animal nutrition
25+ years entrepreneurial experience across multiple industries
Formulated Dog-o-Meals and Purr-o-Meals from scratch - every ingredient chosen
Based in Pondicherry - where UNDERSTOOD is made
Biology First
Three decisions we make
Three decisions we make
before anything else.
1
The ingredient comes before the price.
Every ingredient in Dog-o-Meals and Purr-o-Meals was chosen because it belongs there biologically - not because it's cheap or available. If the cost goes up, we absorb it or we tell you. We don't substitute silently.
2
The temperature comes before the shelf life.
Air-drying at 50–75°C means an 18-month shelf life without preservatives. Extrusion at 180°C gives 24+ months. We chose the lower temperature and shorter shelf life. The nutrients that survive at 75°C don't survive at 180°C. That mattered more than convenience.
3
The label says what's actually inside.
Indian regulations don't require carbohydrate declaration. They allow "Meat" without specifying the animal. They allow "Oils and Fats" without naming the source. We declare everything. Not because we're required to. Because you should be able to read what you're feeding your pet.
Facility Image
Made in
Pondicherry.
Not imported.
🏭
FSSAI approved facility. Every batch is produced under food safety compliance. Not a home kitchen. Not a grey-market import. A real production facility.
🌡️
Air-dried at 50–75°C. The same equipment and temperature every batch. Not outsourced. The founder is present for formulation decisions.
🇮🇳
No import premium. Foreign pet food carries a 40–60% premium before it reaches your shelf. UNDERSTOOD is made here - priced for India, not for export margins.
Standards We Meet
Not just claims.
Not just claims.
Third-party standards.
AAFCO
Association of American Feed Control Officials
What it means for Dog-o-Meals
Dog-o-Meals meets AAFCO minimum nutrient profiles for both Adult Maintenance and Growth (puppies). Complete and balanced means every essential nutrient is present at the required level - not just the ones that are cheap to include.
FEDIAF
European Federation of Pet Food Manufacturers
What it means for Purr-o-Meals
Purr-o-Meals meets FEDIAF nutritional guidelines for cats - including mandatory taurine levels for obligate carnivores. FEDIAF is considered the gold standard for feline nutrition. The taurine comes from whole meat, not synthetic addition.
NABL LAB TESTED
National Accreditation Board for Testing and Calibration Laboratories
What it means for UNDERSTOOD
We ensure that our formulation achieves the nutritional integrity not just on paper, but post packaging too. Dog-o-Meals and Purr-o-Meals meet the higesht standards of nutrition without any synthetic added back. We are committed to give food to our pets as nature intended.
🧬
Biology First
Formulated for species biology. Not for manufacturing convenience.
🚫
No Synthetic
No synthetic vitamins added back. Nothing destroyed that needs replacing.
🎯
Species Specific
Dogs and cats fed differently - because they are biologically different.
💪
Highly Digestible
Bioavailable protein from whole meat. Not processed isolates or meal.
🌿
Food That Heals
Nutrition that addresses root causes. Not just symptoms.
📦
Served With Intent
Small batches. Every ingredient chosen. Every decision documented.
The Honest Part
Three things we
Three things we
won't say.
01
We won't call it grain-free.
Dog-o-Meals and Purr-o-Meals contain oats. We chose oats deliberately - oat beta-glucan is a prebiotic fibre that feeds the gut microbiome in a way that most pet food destroys. We will not remove them to use a marketing term. If you have a dog with a diagnosed oat allergy, this food is not for your dog. We will tell you that directly.
02
We won't tell you it's cheap.
At ₹45 per meal for a small breed, UNDERSTOOD is not the cheapest pet food in India. It is price-competitive with other quality options when measured per complete meal - not per 100g. We give you the maths. We don't pretend that real ingredients at low temperature cost the same as extruded grain-based food.
03
We won't use "premium" without explanation.
Every pet food in India calls itself premium. The word means nothing without the explanation behind it. We don't use it. We use specific claims: 50–75°C. Named ingredients. AAFCO complete. 75% real meat. These are verifiable. "Premium" is not.
About Hero Image
Our Belief
India's pets deserve food
India's pets deserve food
made for their Biology.
Not their owner's convenience.
We built UNDERSTOOD because the answer to "what should I feed my pet?" in India was either "expensive import" or "whatever's on the shelf." Neither was acceptable. So we made a third option.
👤
Founder Portrait
Sudhanshu Goyal
Certified Pet Nutritionist · Founder, UNDERSTOOD
"I became a pet nutritionist because I couldn't answer a simple question: what should I actually be feeding a dog?"
A client's Labrador was on kibble labelled 'premium.' Chronic loose stools, dull coat, low energy. The vet said the food was fine. I looked at the ingredient list. It wasn't fine.
I spent years studying what dogs and cats are biologically built to eat. Not what's convenient to manufacture. Not what markets well. What their biology requires. That knowledge became UNDERSTOOD.
We make our food in Pondicherry, at 50–75°C which helps keep the nutrients intact, with named ingredients, for dogs and cats that live in India. Nothing more complicated than that.
Certified Pet Nutritionist - formal training in companion animal nutrition
25+ years entrepreneurial experience across multiple industries
Formulated Dog-o-Meals and Purr-o-Meals from scratch - every ingredient chosen
Based in Pondicherry - where UNDERSTOOD is made
Biology First
Three decisions we make
Three decisions we make
before anything else.
1
The ingredient comes before the price.
Every ingredient in Dog-o-Meals and Purr-o-Meals was chosen because it belongs there biologically - not because it's cheap or available. If the cost goes up, we absorb it or we tell you. We don't substitute silently.
2
The temperature comes before the shelf life.
Air-drying at 50–75°C means an 18-month shelf life without preservatives. Extrusion at 180°C gives 24+ months. We chose the lower temperature and shorter shelf life. The nutrients that survive at 75°C don't survive at 180°C. That mattered more than convenience.
3
The label says what's actually inside.
Indian regulations don't require carbohydrate declaration. They allow "Meat" without specifying the animal. They allow "Oils and Fats" without naming the source. We declare everything. Not because we're required to. Because you should be able to read what you're feeding your pet.
Facility Image
Made in
Pondicherry.
Not imported.
🏭
FSSAI approved facility. Every batch is produced under food safety compliance. Not a home kitchen. Not a grey-market import. A real production facility.
🌡️
Air-dried at 50–75°C. The same equipment and temperature every batch. Not outsourced. The founder is present for formulation decisions.
🇮🇳
No import premium. Foreign pet food carries a 40–60% premium before it reaches your shelf. UNDERSTOOD is made here - priced for India, not for export margins.
Standards We Meet
Not just claims.
Not just claims.
Third-party standards.
AAFCO
Association of American Feed Control Officials
What it means for Dog-o-Meals
Dog-o-Meals meets AAFCO minimum nutrient profiles for both Adult Maintenance and Growth (puppies). Complete and balanced means every essential nutrient is present at the required level - not just the ones that are cheap to include.
FEDIAF
European Federation of Pet Food Manufacturers
What it means for Purr-o-Meals
Purr-o-Meals meets FEDIAF nutritional guidelines for cats - including mandatory taurine levels for obligate carnivores. FEDIAF is considered the gold standard for feline nutrition. The taurine comes from whole meat, not synthetic addition.
NABL LAB TESTED
National Accreditation Board for Testing and Calibration Laboratories
What it means for UNDERSTOOD
We ensure that our formulation achieves the nutritional integrity not just on paper, but post packaging too. Dog-o-Meals and Purr-o-Meals meet the higesht standards of nutrition without any synthetic added back. We are committed to give food to our pets as nature intended.
🧬
Biology First
Formulated for species biology. Not for manufacturing convenience.
🚫
No Synthetic
No synthetic vitamins added back. Nothing destroyed that needs replacing.
🎯
Species Specific
Dogs and cats fed differently - because they are biologically different.
💪
Highly Digestible
Bioavailable protein from whole meat. Not processed isolates or meal.
🌿
Food That Heals
Nutrition that addresses root causes. Not just symptoms.
📦
Served With Intent
Small batches. Every ingredient chosen. Every decision documented.
The Honest Part
Three things we
Three things we
won't say.
01
We won't call it grain-free.
Dog-o-Meals and Purr-o-Meals contain oats. We chose oats deliberately - oat beta-glucan is a prebiotic fibre that feeds the gut microbiome in a way that most pet food destroys. We will not remove them to use a marketing term. If you have a dog with a diagnosed oat allergy, this food is not for your dog. We will tell you that directly.
02
We won't tell you it's cheap.
At ₹45 per meal for a small breed, UNDERSTOOD is not the cheapest pet food in India. It is price-competitive with other quality options when measured per complete meal - not per 100g. We give you the maths. We don't pretend that real ingredients at low temperature cost the same as extruded grain-based food.
03
We won't use "premium" without explanation.
Every pet food in India calls itself premium. The word means nothing without the explanation behind it. We don't use it. We use specific claims: 50–75°C. Named ingredients. AAFCO complete. 75% real meat. These are verifiable. "Premium" is not.
About Hero Image
Our Belief
India's pets deserve food
India's pets deserve food
made for their Biology.
Not their owner's convenience.
We built UNDERSTOOD because the answer to "what should I feed my pet?" in India was either "expensive import" or "whatever's on the shelf." Neither was acceptable. So we made a third option.
👤
Founder Portrait
Sudhanshu Goyal
Certified Pet Nutritionist · Founder, UNDERSTOOD
"I became a pet nutritionist because I couldn't answer a simple question: what should I actually be feeding a dog?"
A client's Labrador was on kibble labelled 'premium.' Chronic loose stools, dull coat, low energy. The vet said the food was fine. I looked at the ingredient list. It wasn't fine.
I spent years studying what dogs and cats are biologically built to eat. Not what's convenient to manufacture. Not what markets well. What their biology requires. That knowledge became UNDERSTOOD.
We make our food in Pondicherry, at 50–75°C which helps keep the nutrients intact, with named ingredients, for dogs and cats that live in India. Nothing more complicated than that.
Certified Pet Nutritionist - formal training in companion animal nutrition
25+ years entrepreneurial experience across multiple industries
Formulated Dog-o-Meals and Purr-o-Meals from scratch - every ingredient chosen
Based in Pondicherry - where UNDERSTOOD is made
Biology First
Three decisions we make
Three decisions we make
before anything else.
1
The ingredient comes before the price.
Every ingredient in Dog-o-Meals and Purr-o-Meals was chosen because it belongs there biologically - not because it's cheap or available. If the cost goes up, we absorb it or we tell you. We don't substitute silently.
2
The temperature comes before the shelf life.
Air-drying at 50–75°C means an 18-month shelf life without preservatives. Extrusion at 180°C gives 24+ months. We chose the lower temperature and shorter shelf life. The nutrients that survive at 75°C don't survive at 180°C. That mattered more than convenience.
3
The label says what's actually inside.
Indian regulations don't require carbohydrate declaration. They allow "Meat" without specifying the animal. They allow "Oils and Fats" without naming the source. We declare everything. Not because we're required to. Because you should be able to read what you're feeding your pet.
Facility Image
Made in
Pondicherry.
Not imported.
🏭
FSSAI approved facility. Every batch is produced under food safety compliance. Not a home kitchen. Not a grey-market import. A real production facility.
🌡️
Air-dried at 50–75°C. The same equipment and temperature every batch. Not outsourced. The founder is present for formulation decisions.
🇮🇳
No import premium. Foreign pet food carries a 40–60% premium before it reaches your shelf. UNDERSTOOD is made here - priced for India, not for export margins.
Standards We Meet
Not just claims.
Not just claims.
Third-party standards.
AAFCO
Association of American Feed Control Officials
What it means for Dog-o-Meals
Dog-o-Meals meets AAFCO minimum nutrient profiles for both Adult Maintenance and Growth (puppies). Complete and balanced means every essential nutrient is present at the required level - not just the ones that are cheap to include.
FEDIAF
European Federation of Pet Food Manufacturers
What it means for Purr-o-Meals
Purr-o-Meals meets FEDIAF nutritional guidelines for cats - including mandatory taurine levels for obligate carnivores. FEDIAF is considered the gold standard for feline nutrition. The taurine comes from whole meat, not synthetic addition.
NABL LAB TESTED
National Accreditation Board for Testing and Calibration Laboratories
What it means for UNDERSTOOD
We ensure that our formulation achieves the nutritional integrity not just on paper, but post packaging too. Dog-o-Meals and Purr-o-Meals meet the higesht standards of nutrition without any synthetic added back. We are committed to give food to our pets as nature intended.
🧬
Biology First
Formulated for species biology. Not for manufacturing convenience.
🚫
No Synthetic
No synthetic vitamins added back. Nothing destroyed that needs replacing.
🎯
Species Specific
Dogs and cats fed differently - because they are biologically different.
💪
Highly Digestible
Bioavailable protein from whole meat. Not processed isolates or meal.
🌿
Food That Heals
Nutrition that addresses root causes. Not just symptoms.
📦
Served With Intent
Small batches. Every ingredient chosen. Every decision documented.
The Honest Part
Three things we
Three things we
won't say.
01
We won't call it grain-free.
Dog-o-Meals and Purr-o-Meals contain oats. We chose oats deliberately - oat beta-glucan is a prebiotic fibre that feeds the gut microbiome in a way that most pet food destroys. We will not remove them to use a marketing term. If you have a dog with a diagnosed oat allergy, this food is not for your dog. We will tell you that directly.
02
We won't tell you it's cheap.
At ₹45 per meal for a small breed, UNDERSTOOD is not the cheapest pet food in India. It is price-competitive with other quality options when measured per complete meal - not per 100g. We give you the maths. We don't pretend that real ingredients at low temperature cost the same as extruded grain-based food.
03
We won't use "premium" without explanation.
Every pet food in India calls itself premium. The word means nothing without the explanation behind it. We don't use it. We use specific claims: 50–75°C. Named ingredients. AAFCO complete. 75% real meat. These are verifiable. "Premium" is not.
About Hero Image
Our Belief
India's pets deserve food
India's pets deserve food
made for their Biology.
Not their owner's convenience.
We built UNDERSTOOD because the answer to "what should I feed my pet?" in India was either "expensive import" or "whatever's on the shelf." Neither was acceptable. So we made a third option.
👤
Founder Portrait
Sudhanshu Goyal
Certified Pet Nutritionist · Founder, UNDERSTOOD
"I became a pet nutritionist because I couldn't answer a simple question: what should I actually be feeding a dog?"
A client's Labrador was on kibble labelled 'premium.' Chronic loose stools, dull coat, low energy. The vet said the food was fine. I looked at the ingredient list. It wasn't fine.
I spent years studying what dogs and cats are biologically built to eat. Not what's convenient to manufacture. Not what markets well. What their biology requires. That knowledge became UNDERSTOOD.
We make our food in Pondicherry, at 50–75°C which helps keep the nutrients intact, with named ingredients, for dogs and cats that live in India. Nothing more complicated than that.
Certified Pet Nutritionist - formal training in companion animal nutrition
25+ years entrepreneurial experience across multiple industries
Formulated Dog-o-Meals and Purr-o-Meals from scratch - every ingredient chosen
Based in Pondicherry - where UNDERSTOOD is made
Biology First
Three decisions we make
Three decisions we make
before anything else.
1
The ingredient comes before the price.
Every ingredient in Dog-o-Meals and Purr-o-Meals was chosen because it belongs there biologically - not because it's cheap or available. If the cost goes up, we absorb it or we tell you. We don't substitute silently.
2
The temperature comes before the shelf life.
Air-drying at 50–75°C means an 18-month shelf life without preservatives. Extrusion at 180°C gives 24+ months. We chose the lower temperature and shorter shelf life. The nutrients that survive at 75°C don't survive at 180°C. That mattered more than convenience.
3
The label says what's actually inside.
Indian regulations don't require carbohydrate declaration. They allow "Meat" without specifying the animal. They allow "Oils and Fats" without naming the source. We declare everything. Not because we're required to. Because you should be able to read what you're feeding your pet.
Facility Image
Made in
Pondicherry.
Not imported.
🏭
FSSAI approved facility. Every batch is produced under food safety compliance. Not a home kitchen. Not a grey-market import. A real production facility.
🌡️
Air-dried at 50–75°C. The same equipment and temperature every batch. Not outsourced. The founder is present for formulation decisions.
🇮🇳
No import premium. Foreign pet food carries a 40–60% premium before it reaches your shelf. UNDERSTOOD is made here - priced for India, not for export margins.
Standards We Meet
Not just claims.
Not just claims.
Third-party standards.
AAFCO
Association of American Feed Control Officials
What it means for Dog-o-Meals
Dog-o-Meals meets AAFCO minimum nutrient profiles for both Adult Maintenance and Growth (puppies). Complete and balanced means every essential nutrient is present at the required level - not just the ones that are cheap to include.
FEDIAF
European Federation of Pet Food Manufacturers
What it means for Purr-o-Meals
Purr-o-Meals meets FEDIAF nutritional guidelines for cats - including mandatory taurine levels for obligate carnivores. FEDIAF is considered the gold standard for feline nutrition. The taurine comes from whole meat, not synthetic addition.
NABL LAB TESTED
National Accreditation Board for Testing and Calibration Laboratories
What it means for UNDERSTOOD
We ensure that our formulation achieves the nutritional integrity not just on paper, but post packaging too. Dog-o-Meals and Purr-o-Meals meet the higesht standards of nutrition without any synthetic added back. We are committed to give food to our pets as nature intended.
🧬
Biology First
Formulated for species biology. Not for manufacturing convenience.
🚫
No Synthetic
No synthetic vitamins added back. Nothing destroyed that needs replacing.
🎯
Species Specific
Dogs and cats fed differently - because they are biologically different.
💪
Highly Digestible
Bioavailable protein from whole meat. Not processed isolates or meal.
🌿
Food That Heals
Nutrition that addresses root causes. Not just symptoms.
📦
Served With Intent
Small batches. Every ingredient chosen. Every decision documented.
The Honest Part
Three things we
Three things we
won't say.
01
We won't call it grain-free.
Dog-o-Meals and Purr-o-Meals contain oats. We chose oats deliberately - oat beta-glucan is a prebiotic fibre that feeds the gut microbiome in a way that most pet food destroys. We will not remove them to use a marketing term. If you have a dog with a diagnosed oat allergy, this food is not for your dog. We will tell you that directly.
02
We won't tell you it's cheap.
At ₹45 per meal for a small breed, UNDERSTOOD is not the cheapest pet food in India. It is price-competitive with other quality options when measured per complete meal - not per 100g. We give you the maths. We don't pretend that real ingredients at low temperature cost the same as extruded grain-based food.
03
We won't use "premium" without explanation.
Every pet food in India calls itself premium. The word means nothing without the explanation behind it. We don't use it. We use specific claims: 50–75°C. Named ingredients. AAFCO complete. 75% real meat. These are verifiable. "Premium" is not.