NEW YORK — Throughout his nearly 24 years on Wall Street, leading large banking-related businesses in New York, Karan Madan maintained a longstanding passion for health, wellness and animals. Following his early retirement, Madan became increasingly interested in the supplement industry, even acquiring a minority stake in a human supplement manufacturer based in Uruguay with a reputation for high-quality production and ingredient sourcing.
At the same time, Madan’s Golden Retriever, Zara, was diagnosed with cancer and undergoing chemotherapy treatments. Her illness and eventual passing led him to take a closer look at the pet supplement market, where he found what he believed was a lack of scientifically validated options.
“I started looking at supplements a lot more, and I realized that there just weren’t good quality science-backed supplements,” Madan explained. “When you go into the market, there’s just a lot with fillers and no real science behind them… That was the start of my quest.”
Karan Madan, founder and chief executive officer of Rooted Owl.
Determined to create a better alternative — and stay true to his early exposure to natural ingredients and holistic wellness from growing up in India — Madan set out to build a company that uses a blend of nature and research. That philosophy ultimately became the inspiration behind the company’s name: Rooted Owl®.
“Our mission statement really is in the name,” he said. “Rooted stands for rooted in nature, and the owl is the science. Everything that we bring has science behind it, whether clinical studies on specific products or specific ingredients.”
To help bring that vision to life, Madan partnered with Veterinary Oncologist Trina Hazzah, DVM, DACVIM (Oncology), to conduct a yearlong clinical trial on a hemp-derived anxiety oil, the company’s first product. From there, Rooted Owl expanded to offer a broader line of supplements, all developed with the same science-first approach that inspired the company’s founding.
 
Condition-based care
Rooted Owl’s line of capsule supplements features 10 different products — four specifically for dogs and five for both dogs and cats — targeting specific health concerns from weight management to kidney health. Formulas for dogs include Liver Support, Urinary Support and Cardio Support; and for both dogs and cats formulas include Weight Management, Joint & Muscle Health (two variants), Mushroom Immune Support, Turmeric (anti-inflammatory), and Spirulina & Chlorella (iron and recovery support).
Rooted Owl’s product range includes capsule and CBD-based supplements. 
Each product in the line is condition-specific and intentionally formulated to deliver the health benefits that are needed for any health concerns, with high concentrations of clinically studied active ingredients and no fillers, flavors or preservatives.
“It’s all science and condition based, pure condition based,” Madan explained. “We won’t come up with a multivitamin. We’ll come up with a specific target for whichever problem you face.”
The supplements feature small, flexible, vegan capsules that are designed to support optimal absorption, ease of administration and consistency in daily use, helping to promote long-term adherence as part of a daily wellness routine. The capsules allow for a controlled release in the gut, preventing the possibility of active ingredients being destroyed in the esophagus.
“The most distinguishing feature [of the supplements] is the mini capsules and the science behind them,” Madan said. “There’s no better way for efficacy because of bioavailability. That is how we distinguish ourselves from the rest of the market, as there are many other formats like treats, chews and powders without any real science behind them.”
Based on transparency and quality, the clean-label supplements are manufactured in GMP-compliant facilities and feature the National Animal Supplement Council (NASC) Quality Seal. To earn the seal, member companies such as Rooted Owl must pass a third-party audit every two years and demonstrate ongoing compliance with stringent quality guidelines, ensuring clearly labeled supplements, consistent manufacturing and market transparency.
“Everything that we bring has science behind it, whether clinical studies on specific products or specific ingredients,” said Karan Madan, Rooted Owl.
Rooted Owl also offers a range of hemp-derived pet nutrition products within its cannabidiol (CBD) line. The products feature 100% US Department of Agriculture (USDA)-certified organic hemp from a sun-grown, family-owned farm in Kentucky, delivering some of the highest concentrations of CBD and cannabigerol (CBG) available on the market, according to Rooted Owl.
Products in the line include freeze-dried Mobility & Calm CBD + CBG Bites for dogs and cats in Chicken or Fish flavor, as well as Calming Oil, a full-spectrum CBD oil for dogs and cats. Formulated by Hazzah, a veterinary cannabis expert, the products can help pets with daily stressors such as travel, vet visits, fireworks, and other anxiety, as well as mobility and comfort.
Rooted Owl’s supplement manufacturing facility in Uruguay gives it an advantage in product development, enabling the company to launch new products quickly while retaining control over the entire manufacturing process and its quality standards.
“Because we are vertically integrated with this factory, we can bring products to market very quickly,” Madan explained. “We have full control of ingredients and sourcing because we own the factory.”
As it continues to expand, the company plans to further expand its product lineup, including an upcoming cat-specific supplement line with 12 SKUs. The first three to launch will be Taurine, Kidney Support and Cardio Support.
 
Supplements on the rise
Rooted Owl’s supplements feature small, vegan capsules that have a controlled release in the gut. 
As the pet supplement category continues to expand, Madan believes consumer attitudes toward these products are evolving as pet owners become more willing to invest in long-term wellness solutions for their animals. While consumer awareness of supplements and pet nutrition has grown significantly in recent years, education remains one of the segment’s biggest challenges and opportunities.
“Consumers still don’t fully understand how to distinguish between a good and a bad product,” Madan said. “So that’s kind of what we have to focus a lot more on.”
There has also been a significant increase in demand from pet owners seeking proactive care that supports their pets’ overall health, quality of life and longevity, rather than only addressing problems as they arise. As a result of this, the segment has continued to grow rapidly in recent years.
According to Madan, one of the strongest indicators of the category’s momentum is the level of repeat purchasing among supplement users. Unlike many other pet products that are bought sporadically, supplements can often become part of a pet’s routine for long-term wellness.
“One thing I realized is that customers stick on to supplements for quite some time,” Madan said. “Once [pet parents] can notice that the effect is there, whether it’s in their blood reports from their veterinarians or in their mobility or their behavior, they incorporate the product in [their pets’ daily routine].”
These consumer behaviors reflect a broader shift in how pet owners approach wellness, with a growing number looking for science-backed products they can incorporate into their pets’ everyday health routines. As the demand continues, Madan believes brands that prioritize education, transparency and proven efficacy will be best positioned to earn consumers’ trust.
 
Spreading its wings
As the pet supplement category continues to grow, Rooted Owl is focused on expanding its reach while positioning itself for its next phase of growth. After establishing an e-commerce presence, Rooted Owl is now focused on growing its retail distribution, increasing consumer awareness and attracting investment to accelerate expansion.
Today, Rooted Owl products are available through Chewy, Amazon and direct-to-consumer (DTC) channels, while the company works toward building its retail presence, expanding into Tomlinson’s Feed stores last year and 150 Petco stores across Mexico last January. Continuing this retail expansion remains a key priority for the company moving forward.
“We are expanding,” Madan said. “The next move for us is a large retailer like a Petco or PetSmart. Hopefully we get there soon.”
Rooted Owl is also focused on the opportunity of raising brand awareness in the crowded supplement category through enhancing its marketing strategy to improve overall brand awareness.
To support these efforts, Rooted Owl is actively seeking additional capital to accelerate growth, invest in R&D and marketing, and expand its retail footprint.
“I’m looking for funding to grow and invest a lot more in the company,” Madan said. “We are hoping to find the right investor base.”
As Rooted Owl looks ahead, the company remains committed to the science-first philosophy that inspired its founding. With new products in development, an expanding distribution network and ambitions to reach more pet owners through retail and veterinary channels, Madan believes the company is well positioned to capitalize on the growing demand for science-backed pet wellness solutions.
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