Delhi: BLEP, the clean-label, human-grade pet food brand, has unveiled its latest digital initiative — the #NeverAgain campaign — a powerful Pan-India movement aimed at educating pet parents on the often-overlooked realities of pet nutrition. Known for its commitment to real ingredients and radical transparency, BLEP’s campaign is designed to spark a nationwide conversation on the misleading practices and health risks that dominate India’s pet food industry.
At its core, #NeverAgain is a direct challenge to the status quo — calling out vague labelling, artificial additives, and deceptive marketing practices that leave well-meaning pet parents unknowingly making poor dietary choices for their furry companions.
“Pet parents are doing their best, but many don’t realize what’s actually in the food they’re buying,” said Ravi Rathi, Founder of BLEP. “This campaign is about rejecting blind trust and choosing awareness. It’s not about fear—it’s about clarity, community, and better choices.”
The campaign urges pet owners to take small but meaningful pledges such as:
- “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”
These declarations reflect a growing movement towards conscious, informed pet parenting, replacing passive trust with active engagement in pet wellness.
BLEP is driving the campaign through a robust creator-led strategy, featuring some of India’s leading pet influencers, holistic vets, and everyday pet parents sharing their own #NeverAgain stories. This community-driven rollout is live across Instagram and other platforms, emphasizing real stories of change and the visible impact of switching to honest, clean nutrition.
To further amplify participation, BLEP has also launched a nationwide social giveaway, offering ₹5,000 to the most impactful story shared under the #NeverAgain hashtag — encouraging user-generated content and making the movement interactive and inclusive.
The Alarming Stats Behind the Campaign
BLEP’s call to action is grounded in concerning data:
- Pet diabetes has increased by 900%
- 59% of dogs and 61% of cats in India are overweight or obese
- 1 in 2 dogs over age 10 and 1 in 5 cats will face cancer in their lifetime
These figures reveal a silent epidemic within Indian households — one rooted in poor dietary awareness and heavily processed commercial foods.
The campaign is deeply personal for Ravi Rathi, whose dog Max developed chronic health issues while on premium pet food, including gut problems, weight gain, and early-onset hip dysplasia. A shift to home-cooked meals transformed Max’s health — an experience that led Ravi to create BLEP with a mission to make honest, human-grade pet food accessible for all.
Beyond BLEP, Ravi is actively involved with animal welfare shelters and pet adoption drives, reinforcing that this campaign is more than a marketing initiative — it’s a mission of care, awareness, and accountability.
With #NeverAgain, BLEP is not just selling food — it’s spearheading a shift in how India feeds, treats, and nurtures its pets. Because when it comes to those we love, “never again” starts with knowing better — and feeding better.
