Behind the Bowl of UNDERSTOOD™
Slow-Crafted with Science & Love
What's Behind Every Bowl of UNDERSTOOD™
Natural, Gently Air-Dried, Slow-Crafted with Science & Love in Pondicherry.
The Science of Pet Food
One number
One number
changes
everything.
Kibble is made at 180°C. Natural vitamins break down above 100°C. Taurine degrades above 120°C. Then synthetic versions are added back - and the bag says "complete." Our food is made at 50–75°C. Nothing added back because nothing was taken out.
Nutrient by Nutrient
What survives.
What survives.
What doesn't.
Nutrient
180°C (kibble)
50–75°C (ours)
B Vitamins
✗Destroyed above 100°C. Synthetic added back.
✓Fully intact. Never lost.
Taurine
✗Bioavailability drops above 120°C.
✓Natural form. Fully bioavailable.
Natural Enzymes
✗Denatured above 60°C. Absent in kibble.
✓Preserved. Support digestion naturally.
Omega-3 (EPA/DHA)
✗Oxidises above 75°C. Inflammatory when oxidised.
✓Cold-pressed, added post-drying. Active.
Prebiotic Fibre
✗Extrusion destroys gut-feeding fibre structure.
✓Beta-glucan from oats intact. Feeds microbiome.
Protein Structure
✗Maillard reaction reduces bioavailability.
✓Native structure preserved. Absorbed as intended.
How It's Made
Real ingredients.
Real ingredients.
Preserved at source.
1
Named ingredients. Whole.
Deboned chicken. Salmon oil. Whole egg. Bone broth. Named. Nothing rendered, nothing extracted. What you see on the label is what goes in.
2
Air-dried at 50–75°C.
Warm air removes moisture slowly. Below every threshold where nutrition degrades. 3× concentrated. Shelf-stable 18 months. No preservatives.
3
Add water. 3 minutes. Fresh meal.
37g dry + 75ml warm water = 110g warm moist complete meal. The water returns the food to what it was before drying. Nutrients intact. No cooking required.
What labels are
allowed to hide.
What to watch for on any label
⚠️
"Meat" or "Poultry"
Anonymous source. Could be any part of any animal. Legal but uninformative.
⚠️
"Oils and Fats"
Could be reclaimed restaurant fat or fresh salmon oil. The label allows both under the same term.
⚠️
20+ synthetic vitamins at the end
Not enrichment - restoration. The high-heat process destroyed the natural versions. These replace them.
⚠️
No carbohydrate % declared
Indian regulations don't require it. Calculate yourself: 100% minus protein, fat, moisture, ash = carbs. Most kibble: 40–55%.
What UNDERSTOOD declares instead
✅
Every ingredient named. Fully.
Chicken. Chicken liver. Whole egg. Bone broth. Oats. Salmon oil. Every name is a real thing. Nothing vague.
Why not raw?
Why not wet pouches?
Why air-dried.
Raw
Biologically closest.
Practically hardest.
✓ What it gets right
Practically hardest.
✓Nutrients completely intact — no heat, no processing loss
✓Moisture-rich, species-appropriate texture and temperature
✗ The problems it creates
✗Salmonella, E.coli, Listeria risk - real pathogen load in uncooked meat
✗Nutritionally incomplete without expert balancing - most home raw diets are deficient in calcium, zinc, and vitamin D
✗Cold chain dependent — not viable in Indian summer heat
Air-drying captures raw nutrition. Eliminates pathogens through moisture reduction, not heat. Complete, not guesswork.
Wet Pouches / Retort
Convenient.
Nutritionally compromised.
✓ What it gets right
Nutritionally compromised.
✓High moisture - addresses dehydration better than dry kibble
✓Shelf-stable and convenient for everyday feeding
✗ The problems it creates
✗Processed at 120°C+ under pressure - taurine and B vitamins degrade. Synthetic added back.
✗Often 60–80% water with carbohydrate fillers - protein density is far lower than the label suggests
✗Guar gum, carrageenan, and thickeners used to create texture - not food
Moisture is right. The rest isn't. High heat, low protein density, filler-dependent texture.
Air-Dried · UNDERSTOOD
Raw nutrition.
Practical format.
✓ What it gets right
Practical format.
✓Processed at 50–75°C - below every threshold where nutrition degrades
✓AAFCO/FEDIAF complete - every essential nutrient at the right level, from whole food not synthetic addition
✓Add warm water: 68% moisture served - the same moisture level as prey
✓No cold chain, 18-month shelf life, no preservatives - practical for India
The verdict
The nutrition of raw. The convenience of packaged food. The moisture of wet. The safety of controlled processing. This is why air-drying exists.
Dog Nutrition
Your dog is a
Your dog is a
carnivore.
Feed like one.
75% real meat. Bioavailable protein. Moisture every meal. Small, medium and puppy formulas. AAFCO complete.
Cat Nutrition
Your cat is a
Your cat is a
desert animal.
Act accordingly.
90% real meat. Real taurine from whole meat. Moist every meal. Adult and kitten. FEDIAF complete.
The Science of Pet Food
One number
One number
changes
everything.
Kibble is made at 180°C. Natural vitamins break down above 100°C. Taurine degrades above 120°C. Then synthetic versions are added back - and the bag says "complete." Our food is made at 50–75°C. Nothing added back because nothing was taken out.
Nutrient by Nutrient
What survives.
What survives.
What doesn't.
Nutrient
180°C (kibble)
50–75°C (ours)
B Vitamins
✗Destroyed above 100°C. Synthetic added back.
✓Fully intact. Never lost.
Taurine
✗Bioavailability drops above 120°C.
✓Natural form. Fully bioavailable.
Natural Enzymes
✗Denatured above 60°C. Absent in kibble.
✓Preserved. Support digestion naturally.
Omega-3 (EPA/DHA)
✗Oxidises above 75°C. Inflammatory when oxidised.
✓Cold-pressed, added post-drying. Active.
Prebiotic Fibre
✗Extrusion destroys gut-feeding fibre structure.
✓Beta-glucan from oats intact. Feeds microbiome.
Protein Structure
✗Maillard reaction reduces bioavailability.
✓Native structure preserved. Absorbed as intended.
How It's Made
Real ingredients.
Real ingredients.
Preserved at source.
1
Named ingredients. Whole.
Deboned chicken. Salmon oil. Whole egg. Bone broth. Named. Nothing rendered, nothing extracted. What you see on the label is what goes in.
2
Air-dried at 50–75°C.
Warm air removes moisture slowly. Below every threshold where nutrition degrades. 3× concentrated. Shelf-stable 18 months. No preservatives.
3
Add water. 3 minutes. Fresh meal.
37g dry + 75ml warm water = 110g warm moist complete meal. The water returns the food to what it was before drying. Nutrients intact. No cooking required.
What labels are
allowed to hide.
What to watch for on any label
⚠️
"Meat" or "Poultry"
Anonymous source. Could be any part of any animal. Legal but uninformative.
⚠️
"Oils and Fats"
Could be reclaimed restaurant fat or fresh salmon oil. The label allows both under the same term.
⚠️
20+ synthetic vitamins at the end
Not enrichment - restoration. The high-heat process destroyed the natural versions. These replace them.
⚠️
No carbohydrate % declared
Indian regulations don't require it. Calculate yourself: 100% minus protein, fat, moisture, ash = carbs. Most kibble: 40–55%.
What UNDERSTOOD declares instead
✅
Every ingredient named. Fully.
Chicken. Chicken liver. Whole egg. Bone broth. Oats. Salmon oil. Every name is a real thing. Nothing vague.
Why not raw?
Why not wet pouches?
Why air-dried.
Raw
Biologically closest.
Practically hardest.
✓ What it gets right
Practically hardest.
✓Nutrients completely intact — no heat, no processing loss
✓Moisture-rich, species-appropriate texture and temperature
✗ The problems it creates
✗Salmonella, E.coli, Listeria risk - real pathogen load in uncooked meat
✗Nutritionally incomplete without expert balancing - most home raw diets are deficient in calcium, zinc, and vitamin D
✗Cold chain dependent — not viable in Indian summer heat
Air-drying captures raw nutrition. Eliminates pathogens through moisture reduction, not heat. Complete, not guesswork.
Wet Pouches / Retort
Convenient.
Nutritionally compromised.
✓ What it gets right
Nutritionally compromised.
✓High moisture - addresses dehydration better than dry kibble
✓Shelf-stable and convenient for everyday feeding
✗ The problems it creates
✗Processed at 120°C+ under pressure - taurine and B vitamins degrade. Synthetic added back.
✗Often 60–80% water with carbohydrate fillers - protein density is far lower than the label suggests
✗Guar gum, carrageenan, and thickeners used to create texture - not food
Moisture is right. The rest isn't. High heat, low protein density, filler-dependent texture.
Air-Dried · UNDERSTOOD
Raw nutrition.
Practical format.
✓ What it gets right
Practical format.
✓Processed at 50–75°C - below every threshold where nutrition degrades
✓AAFCO/FEDIAF complete - every essential nutrient at the right level, from whole food not synthetic addition
✓Add warm water: 68% moisture served - the same moisture level as prey
✓No cold chain, 18-month shelf life, no preservatives - practical for India
The verdict
The nutrition of raw. The convenience of packaged food. The moisture of wet. The safety of controlled processing. This is why air-drying exists.
Dog Nutrition
Your dog is a
Your dog is a
carnivore.
Feed like one.
75% real meat. Bioavailable protein. Moisture every meal. Small, medium and puppy formulas. AAFCO complete.
Cat Nutrition
Your cat is a
Your cat is a
desert animal.
Act accordingly.
90% real meat. Real taurine from whole meat. Moist every meal. Adult and kitten. FEDIAF complete.
Most food is built around "systems"
Ours is built around "biology"
We decide what the body needs before deciding the type of food
Cooking is protective,
not transformative
Laboratory is for verification,
not compensation
Packing is for accountability,
not scale
Most food is built around "systems"
Ours is built around
"biology"
We decide what the body needs before deciding the type of food
Cooking is protective, not transformative
Laboratory is for verification, not compensation
Packing is for accountability, not scale
Our Transparency Promise
- We fully disclose what goes into our food, and why it’s there.
- We believe nutrition should be explainable, not mysterious or proprietary.
- We don’t ask pet parents to trust blindly, We ask them to understand.
- Education isn’t content for us, It’s part of our responsibility.