Daniel Rotman spotted a gap in the cat-litter market and built PrettyLitter; Mars later bought out his stake at a reported $1.4 billion valuation
- Daniel Rotman, PC: LinkedIn Daniel Rotman saw an opportunity in a market he believed had been overlooked: cat care.
- In 2015, after an experience that left him questioning how early cat owners could spot signs of illness, he began exploring whether cat litter could do more than absorb waste.
- The result was PrettyLitter, a colour-changing silica gel litter designed to alert owners to potential changes in their cats’ urine.
Unverified
- Daniel Rotman, PC: LinkedIn Daniel Rotman saw an opportunity in a market he believed had been overlooked: cat care.
- In 2015, after an experience that left him questioning how early cat owners could spot signs of illness, he began exploring whether cat litter could do more than absorb waste.
- The result was PrettyLitter, a colour-changing silica gel litter designed to alert owners to potential changes in their cats’ urine.
Sources: Times of India