Khushboo Singh | Pet Nutrition Advocate & Founder of GenPets

Khushboo Singh

Founder & CEO, GenPets | MBA, IIM Indore | Formerly Adani Group | Pet Parent to Echo 🐾

About Khushboo

Some of the best ideas don't start in boardrooms.

They start with a simple question.

For me, that question was:

Why should pet food be held to a lower standard than human food?

As a pet parent to Echo, I started paying closer attention to the treats and food I was giving him. What I found left me with more questions than answers. Ingredient labels were often confusing, transparency was limited, and many products seemed to prioritize marketing over meaningful nutrition.

The more I learned about pet nutrition, the more I realized that pet parents deserved better.

That belief eventually became GenPets.

Today, I work closely on product development, ingredient research, and educational content focused on helping pet parents make informed decisions about their dogs' health and well-being.

My Approach To Pet Nutrition

I believe that treats should do more than simply reward.

They should contribute to a dog's overall health.

That's why every GenPets product starts with three principles:

Real ingredients
Functional nutrition
Complete transparency

Whether we're developing a new recipe or creating educational content, the goal remains the same: helping pet parents understand what goes into their dog's food and why it matters.