How design turned the leftovers of India's small-time village buffalo farmers into a brand that took the world's biggest and most sophisticated pet food market by storm.
When four friends set out to break in to the multi-billion-dollar US pet food industry, it seemed they'd bitten off more than they could chew.
In a market dominated by global mega-corporations, using ever-more sophisticated processing technologies, they pinned their hopes on unused buffalo body parts shipped over from India's rural meat producers.
Nor were the products they sought to sell entirely new or disruptive in the market. Pet stores had...