Chonk: Local innovation in the cat food industry
Started in 2024, Chonk is the first ever brand in Bangladesh that is producing cat foods locally. Designed to compete with the mid-range international brands, Chonk’s customer base is growing rapidly
Shabab Ishmam, a Supply Planner at IKEA, proudly identifies as a devoted 'cat father' to his two feline companions—one a local breed and the other a mixed breed.
Catering to their dietary needs has always been a priority for him. His cats follow a well-balanced diet, consisting of both wet and dry food. For years, he relied on imported brands like SmartHeart and Whiskas for dry food, spending approximately Tk1,500 per month for 1.5 kg, excluding delivery charges.
However, last year, he made the switch to Chonk, a locally manufactured pet food brand, and noticed a significant difference—not in quality, but in cost. For the same quantity, he now spends only Tk499, including delivery.
"Cats are notoriously picky eaters, and once they get used to a particular brand, they often refuse to switch. But both of my cats adapted to Chonk's dry food without any fuss, as its quality and taste are on par with international brands," Shabab shared.
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A similar thing was heard from Tanisha Khan, an A-level candidate and cat mom to seven cats.
"I need a minimum of 15kg cat food every month for my cats, costing nearly Tk15,000, which is a lot for me. Now my expenditure has dropped to nearly half for the same quality products," she said.
Started in 2024, Chonk is the first ever brand in Bangladesh that is producing cat foods locally. Chonk is the brainchild of entrepreneurs Muhammed Asif Khan, Waseem Khan and Abdus Sami. With nationwide delivery service and international quality, the brand quickly gained attention in the cat owner community.
"Although there is no official data on the market size for cat food in Bangladesh, our internal research suggests it falls between 100-150 crore. For small entrepreneurs like us, that's a promising market," said Asif.
The gap in the market
All the founders of Chonk are cat parents themselves, and like many others, they struggled to find high-quality yet affordable food for their feline companions. The market is dominated by imported products, leaving little to no options for locally made alternatives. On top of that, cat food is categorised as a luxury item by the government, resulting in a 50% tax, which significantly increases the price.
"The market only offers imported items, and the heavy taxation makes them unnecessarily expensive. As cat parents, we wanted a more accessible solution without compromising on quality," explained Asif.
Pet owners mostly rely on imported cat food, which comes in different price ranges. Premium brands like Royal Canin and Hill's Science Diet cost over Tk1,000 per kg, while mid-range options like SmartHeart, Whiskas, and Lara range between Tk550- Tk650 per kg. More affordable choices, such as Drools and Kat Club, cost Tk400- Tk450 per kg.
"Although there is no official data on the market size for cat food in Bangladesh, our internal research suggests it falls between 100-150 crore. For small entrepreneurs like us, that's a promising market"
The cheapest option is repacked cat food, where different branded and unbranded foods are mixed and sold for Tk350- Tk400 per kg. However, repacked food lacks quality assurance, making it difficult for pet owners to trust what they are feeding their cats.
In contrast, Chonk offers a locally manufactured alternative at Tk332 per kg.
Chonk designed its product to compete with the mid-range international brands in the market. However, Asif mentioned that even many cats accustomed to premium brands have also accepted Chonk's food without any issues.
"Another major concern with these products is the market's heavy syndication. Availability is unpredictable—you don't always get them when you need them," he explained.
Pet food vendors often hoard stock and claim it's unavailable, creating artificial shortages. This becomes a big problem for cat owners since felines are extremely picky eaters and often refuse to switch brands. When supplies run out unexpectedly, finding the same product immediately can be a struggle.
"A sudden change in diet can disrupt a cat's digestion and overall well-being, so delays in getting their usual food can be quite stressful for both the pet and the owner," he added.
The rigorous trials and errors
When the founders set out to create Bangladesh's first locally produced cat food brand in early 2023, they faced two major challenges.
"The first question was whether producing cat food locally was even possible. And if it was, the bigger challenge was—would cats actually accept it?" said Asif.
Their initial approach involved experimenting with homemade recipes from YouTube, but the results were far from satisfactory. Realising that they needed a more scientific approach, they partnered with a leading German laboratory to develop a nutritionally balanced formula.
The first prototypes were sent to friends and family with cats for sampling, but the acceptance rate was just 50%. Determined to improve, the team refined the recipe through over 20 rounds of trial and error before finalising a formula that was accepted by more than 80% of cats.
"In the beginning, we didn't even have the right equipment," Asif recalled.
"We bought a Tk60,000 machine from a different industry that had similar functions. But as we grew, we eventually imported all the necessary machines to ensure consistency and quality. Our factory is located inside Dhaka."
The final Chonk recipe meets the guidelines set by the Association of American Feed Control Officials (AAFCO) and FEDIAF Nutritional Standards, ensuring that it is both safe and nutritionally complete for cats. Chonk offers two flavours - chicken and ocean fish. The majority of the raw materials are imported from Saudi Arabia, Vietnam, Turkey, USA and Norway.
Within a few months of being in operation, Chonk secured a customer base exceeding 1,000, with the majority placing recurring orders.
Currently, Chonk operates primarily through its online presence and has not yet partnered with reselling platforms or local retailers. Despite receiving consistent partnership offers from local vendors, the brand has opted to maintain its independence, focusing on building its reputation and gaining popularity on its own. Asif mentioned that they've even received export proposals from India and Kuwait.
