Brands
Wiggles launches India’s first 100% alcohol-free sanitizer for pets
Considering the growing hygiene and sanitation related concerns by pet owners and more so during the COVOD-19 pandemic, preventive pet care brand Wiggles launches India’s first 100% alcohol free and pet-safe instant sanitizer. Wiggles’ ‘Instant Pet Sanitizer’ is the first of its kind hassle-free solution for pets and pet parents after returning home from walks and outdoor activities. The Instant Pet Sanitizer contains essential oils and is based on a 100% alcohol free unique composition making it the perfect and safest alternative to the repeated need for rinsing and bathing known to cause drying and rashes. The sanitizer is affordable, easy to use, dries instantly and can be used on the pets’ paws and coat on a daily basis and whenever needed offering rinse-free protection on the go.
Recognized for introducing transparency in the pet care ecosystem in India, Wiggles, has launched distinct business verticals while keeping in mind the need of pets and pet parents within a short span of time. The Instant Pet Sanitizer by Wiggles.in is a category creator, and is developed by a team of experts keeping in mind the needs of pets and pet owners.
On launching yet another pioneering product for pets, Founder and Chief Executive Officer of Wiggles.in, Anushka Iyer, says, “With change being the only constant, innovation is the key, it has become imperative for us at Wiggles to prioritize the needs and demands of our pets and pet parents. Being a pet parent myself and an ardent animal lover, I have personally felt the need for a safe, and affordable product for instant cleansing without having to worry and bother too much. During the lockdown, we have been receiving several such requests as well as queries and concerns from pet owners about the use of alcohol based sanitizers and other regular hand sanitizers for their pets which are otherwise extremely dangerous and can even cause poisoning. Keeping this in mind, and the increasing need to maintain hygiene and sanitation of our pets, we have launched the Instant Pet Sanitizer, an extremely safe and easy to use product for dogs and cats. We have been working relentlessly to come up with a product that is gentle, and reliable and yet does the job. We are extremely happy on launching a milestone product that not only happens to be the first in India but also a first of its kind. We are hopeful that we will further develop on this category and introduce some more products that will ease duties for pet owners.”
The Instant Pet Sanitizer is a spray based sanitizer that is irritation free and has a soothing and calming effect on the pet. The Instant Pet Sanitizer is available across India at a nominal price of Rs. 330 for 100 ml. Pet owners can also purchase the product on the Wiggles.in website as well as through Amazon, Flipkart, Snapdeal, ShopClues, Pawrulz, Vetco, and other leading e-commerce platforms.
Brands
E-commerce growth rises, but profits come under pressure
Shop Culture flags rising costs, weak systems and a $5.38 billion quick-commerce boom reshaping global retail
MUMBAI: E-commerce is booming, but profits are thinning. A new report by Shop Culture warns that brands clinging to outdated, growth-at-all-costs strategies are being outpaced in a costlier, more complex 2025 landscape.
Global online retail is expected to cross $6.86 trillion this year, with 2.77 billion shoppers making at least one purchase. Yet returns are under strain: average return on ad spend has slipped to 2.87:1, exposing cracks in how brands chase scale without building sustainable margins.
Three shifts are rewriting the rules. First, retail media is getting pricier, with Amazon’s average cost per click rising 15.5 per cent year-on-year to $1.12. Second, while 77 per cent of e-commerce professionals now use AI daily, many see limited gains as weak systems blunt its impact. Third, geography is no longer expansion, it is strategy. The share of Shop Culture clients operating across multiple markets has more than doubled, from 30 per cent in 2024 to 65 per cent in 2025.
Subarna Mukherjee, founder and ceo, Shop Culture, is blunt: “The e-commerce industry has a nostalgia problem. In 2022, the playbook was simple: list aggressively, spend on ads, and ride the wave of post-pandemic digital adoption. It worked. Revenue grew rapidly. But by 2025, the industry is seeing the consequences of those structural shortcuts. E-commerce itself is not slowing down, the challenge lies in how brands are operating within it.”
Nowhere is the shift sharper than in India’s quick-commerce boom. The segment is set to hit $5.38 billion in 2025, growing 17 per cent and emerging as the fastest-growing globally. What began as a convenience play is fast becoming a margin buffer. In one case, quick commerce drove 70 per cent of a packaged food brand’s online revenue, delivering 130 per cent year-on-year growth. A beauty brand, meanwhile, saw selling prices rise 25 per cent higher than on traditional marketplaces.
Expansion, too, is being rethought. The report argues that brands chasing the largest markets first often stumble. Better outcomes come from sequencing entries based on efficiency, regulatory readiness and competition, with markets such as the UK and Germany offering smarter entry points than the United States.
Compliance has turned from a checkbox into a revenue lever, especially in Europe. Brands with ready frameworks can go live in 8 to 12 weeks, while others risk delays of six months or more due to listing and documentation hurdles.
AI, for all the hype, is no silver bullet. Across more than 1,500 listings, it improved conversion rates by 10 to 15 per cent, cut TACOS by 7 to 10 per cent and reduced stockouts by 20 per cent, but only when layered on strong foundations. As Mukherjee puts it: “AI is not a growth strategy, it is an amplifier. It enhances strong systems and exposes weak ones.”
The message for 2026 is stark. Growth alone will not save brands. Margins, discipline and smarter strategy will. In a market still expanding at breakneck speed, the real race is no longer for scale, it is for survival.
