Empowering Pet Parents with Honest Nutrition, Transparency, and Conscious Care Choices
Delhi, India, 23rd June 2025: BLEP, India’s clean-label, human-grade pet food brand, has launched its powerful digital initiative, #NeverAgain, aimed at tackling India’s hidden pet health crisis. The nationwide campaign educates pet parents about common nutrition mistakes—many unknowingly made—and inspires healthier, more informed choices for their furry companions.At its core, #NeverAgain calls on pet parents to:Question what’s really in pet foodReject misleading labels and vague marketing claimsPledge to make conscious, ingredient-aware decisionsSample pledges include:“Never again will I feed without reading the ingredient label,”“Never again will I assume ‘chicken flavour’ means real chicken,”“Never again will I treat my pet with sugar-loaded biscuits.”The campaign features a pan-India influencer rollout with pet content creators, holistic care experts, and pet parents sharing their #NeverAgain stories. BLEP also invites the community to participate through a social media contest—offering ₹5,000 for the most impactful user-submitted story under the hashtag.Supporting the campaign are alarming statistics:Pet diabetes has risen 900% in recent decades59% of dogs and 61% of cats in India are overweight or obese1 in 2 dogs over age 10 will likely develop cancerRavi Rathi, Founder of BLEP, said:“Pet parents mean well, but they deserve clarity. #NeverAgain isn’t about fear—it’s about empowerment, community, and better choices.”Inspired by Ravi’s own journey with his dog Max’s health struggles, the campaign reflects BLEP’s mission to deliver pet food as thoughtfully sourced as human food. To join the movement, follow @blep.in on Instagram and share your #NeverAgain pledge.
