How Waggles Foods built a pet food brand for Pakistan and Middle East

Waggles Foods Pakistan started in a small home kitchen. Today, its products are stocked in major retail stores across the country and the company is now preparing to expand into the Middle East export market. In this episode of Scaled, we explore how a local pet food startup scaled into a nationally recognized Pakistani brand. What drove its rapid growth? What business strategy helped it compete in a rising pet food market? And which new sectors is the company investing in next? This conversation breaks down the operational decisions, market positioning, and expansion strategy behind Waggles Foods’ journey and what it reveals about building a consumer brand in Pakistan.