Featured project
PAWS ā Fresh Dog Food D2C Store
Type
D2C eCommerce
Platform
Shopify
Market
India (Delhi / Gurgaon)
Client
PAWS Foods
A premium Shopify D2C store for PAWS ā a fresh, gently cooked, flash-frozen dog food brand founded by a Belgian-Indian couple in Delhi/Gurgaon. The site blends science-backed nutrition credentials (AAFCO + FEDIAF certified) with a warm founder story to build trust in a first-of-its-kind fresh pet food category in India.
What was built
Shopify storefront
Full Shopify store with product pages for Chicken and Lamb recipes, a Trial Pack for new customers, combo ordering, welcome discount code (PAWS20 ā 20% off), and cart + checkout flow optimised for India.
Competitor comparison table
Custom “Why Choose Us?” comparison table ā PAWS vs Retort/Canned, Home-Cooked, and Kibble ā across 8 attributes (preservative-free, AAFCO standards, low AGEs, etc.). A high-converting trust block for a skeptical market.
“Change You Can See” timeline
Week-by-week results timeline (Week 1 ā Week 2ā5 ā Lifelong) showing tangible benefits: better digestion, shinier coat, fresher breath, healthier weight. Converts hesitant buyers by visualising long-term value.
Founder story page
Full “About Us” narrative ā from adopting Missy, discovering fresh dog food in Belgium, and bringing it back to India. Emotional, authentic storytelling that differentiates PAWS from industrial pet food brands.
15-question FAQ section
Comprehensive FAQ covering preservation (flash-freeze vs preservatives), puppy safety, allergy suitability, refreezing, delivery cold chain, shipping policy, and pricing justification ā pre-empting every buyer objection.
Blog + email capture
Shopify blog setup for ongoing pet nutrition content and organic SEO. Email subscription widget for list building. Instagram linked for social proof and community growth.
Products & pricing
Signature Recipe ā Lamb
Trial Pack (new customers)
Free shipping above 3 kg
PAWS20 ā 20% off for new buyers
Tech stack
Shopify Liquid
Custom theme
CSS / JS
Shopify Blog
Discount codes
Email capture
On-page SEO
Responsive design
Key challenges solved
Category creation challenge ā fresh frozen dog food is new to India. The entire site is structured to first educate (what fresh food is, why kibble falls short) then convert, rather than assuming awareness.
Premium price justification ā PAWS costs more than kibble. The competitor table, AAFCO/FEDIAF certifications, human-grade ingredient story, and cold-chain delivery narrative all justify the price premium systematically.
Trial Pack as a low-risk entry point ā new customer acquisition strategy built around a dedicated trial product, lowering purchase barrier before committing to larger orders.
Founder-led brand storytelling ā the “It started with Missy” narrative on the About page humanises the brand, building emotional connection in a category dominated by faceless FMCG corporations.
Live site
pawsfoods.in
