The Beginning: From Max’s Bowl to a Nationwide Movement
BLEP was founded in January 2023 by Ravi Rathi, a long-time pet parent who set out to bring real, natural food to every pet’s bowl in India.
Rathi’s journey began with his dog, Max, who developed chronic gastric issues and hip dysplasia at an early age. Despite multiple vet visits and specialty diets, nothing seemed to help. In his search for answers, Rathi discovered that even leading commercial brands used heavily processed, low-quality ingredients—packed with additives, preservatives, and sugar.
Determined to help Max recover, he began cooking fresh meals using human-grade meats and vegetables. Within months, Max regained his strength and energy. The transformation convinced Rathi that real ingredients could restore real health, and BLEP was born from that conviction.
Today, BLEP has served over one million meals across India and has earned the trust of thousands of pet parents who believe that clean, gently-cooked food is the future of pet wellness.
Our approach isn’t just about symptom relief – it’s about root-cause healing, using therapies that are natural, safe, and BLEP was born from one dog’s story, but it belongs to every pet parent who believes health begins in the bowl
Ravi Rathi, Founder
The Mission: Healthy Pets, Happy Pet Parents
BLEP operates on a simple philosophy: Healthy pets make happy homes.
Every BLEP recipe is human-grade, crafted with 100% natural ingredients and balanced with essential nutrients. Using retort technology, the meals have a 12-month shelf life—achieved without preservatives or chemicals—offering both freshness and convenience.
From an intuitive diet calculator on BLEP’s website to easy-open packaging for effortless serving, every step of the user journey is designed for transparency and ease. BLEP sees itself as a partner to pet parents, helping them make informed, wholesome choices for their companions.
The BLEP Promise: What You See Is What You Get
BLEP’s philosophy is rooted in four words: “Nothing Else. Just Real.”
The company’s product range includes:
Natural Food – 7 recipes for dogs and 3 for cats
Bone Broths – Chicken and Lamb variant
Dehydrated Treats – Pure chicken-breast jerky
Every product is free from sugar, fillers, and preservatives. What’s listed on the front of the pack is exactly what’s inside—nothing more, nothing less.
BLEP’s supply chain is entirely Indian and fully traceable:
- Chicken, lamb, fish, eggs, and paneer come from certified, hygiene-compliant suppliers.
Vegetables are sourced directly from farms in Haryana.
Cold-pressed sunflower oil comes from Rajasthan, flaxseeds from Uttarakhand, and human-grade fish oil from Gujarat. - Each batch undergoes laboratory tests and quality checks to ensure safety and palatability. At BLEP, quality isn’t a promise—it’s protocol.
The Road Ahead: Building the Future of Pet Health
For BLEP, wholesome food is just the beginning. The company is now shaping a complete pet-health ecosystem that includes nutrition, supplements, diagnostics, and preventive care. With an 87% repeat-purchase rate, BLEP has earned rare trust in a high-churn industry, proving that pet parents value authenticity and results.
The company also aims to extend its mission to shelters and community feeders, ensuring that every dog and cat—owned or stray—has access to real, nourishing food.
As founder Ravi Rathi often says, “BLEP was born from one dog’s story, but it belongs to every pet parent who believes health begins in the bowl.”
About BLEP
Founded in 2023, BLEP Pet Food is India’s leading clean-label, human-grade pet-nutrition brand. Its portfolio of natural meals, bone broths, and treats is crafted from 100% real ingredients—free from preservatives, fillers, and artificial additives. BLEP’s mission is to build a holistic pet-health ecosystem rooted in transparency, trust, and science-backed nutrition—helping pets live longer, healthier, and happier lives.
BLURP
When Ravi Rathi’s dog Max fell ill, he discovered a troubling truth about the pet food industry, most commercial diets were made from low-grade, ultra-processed ingredients. That personal wake-up call led to BLEP, a clean-label brand now redefining pet nutrition in India with real food, honest sourcing, and a mission to make every pet healthier and happier.
