Thane/Mumbai, India — In an industry often measured by product innovation and market performance, NovaCurro Naturals is choosing to be defined by something deeper. Through a thoughtfully designed CSR initiative, the natural pet wellness brand is translating its philosophy of care beyond pets—into the lives of children who are too often excluded from mainstream opportunities.
At the heart of this initiative is Vaidehi Gupte, Founder of NovaCurro Naturals, whose belief is clear and unwavering: wellness does not begin with products; it begins with belonging.
This belief takes tangible form as NovaCurro Naturals supports Deaf and Mute students from Mauli School, Kondura (Sindhudurg) on their first-ever journey to Thane and Mumbai. The children are travelling to participate in a Demo Pickleball Match and to register officially on DUPR—a significant step that places them on the same competitive platform as hearing children.
The event will took place on Saturday, January 10, 2025, at the Bedekar College Pickleball Court, Thane.
For these students, the experience goes far beyond sport. It represents visibility, inclusion, and the rare opportunity to participate without being defined by limitation.
“When children are given space to participate without barriers, confidence follows naturally. Standing with them is not an act of charity—it is a shared responsibility,” says Vaidehi Gupte.
to help them pre and post game meditation and relaxation
Inclusion as a Measure of Wellness
NovaCurro Naturals has built its identity around the idea that wellness—whether for pets or people—must be gentle, thoughtful, and accessible. The brand’s decision to support this initiative reflects a broader understanding of health: one that recognises emotional security, dignity, and participation as essential components of wellbeing.
By enabling these children to travel from a rural part of Maharashtra to major urban centres, NovaCurro is not simply funding logistics. It is bridging an access gap—between rural and urban, silence and recognition, exclusion and participation.
Sharing the pickleball court with hearing children “as equals” is a powerful symbol. It challenges long-held social boundaries and reinforces a simple truth: ability thrives when opportunity is shared.
From Pet Wellness to Social Responsibility
NovaCurro Naturals’ CSR approach is closely aligned with the values on which the brand was founded. Its journey began with CoolSim, the company’s first product—developed to offer comfort and relief to pets facing heat stress. The underlying principle was clear even then: care must be preventive, compassionate, and inclusive.
That same principle now guides the brand’s approach to social responsibility.
Rather than adopting a distant or transactional CSR model, NovaCurro Naturals has chosen to engage with causes that reflect its internal culture—causes centred on care, comfort, confidence, and inclusion. Supporting children with hearing and speech disabilities is a natural extension of the brand’s belief that wellness is not selective.
A Conscious Shift in CSR Thinking
In a time when corporate social responsibility is often reduced to symbolic gestures, NovaCurro Naturals’ initiative stands out for its intentionality. It is not positioned as a one-time donation or publicity exercise, but as a reflection of how the brand views its role in society.
This approach resonates strongly with a new generation of conscious consumers—pet parents who increasingly expect brands to demonstrate ethical thinking, empathy, and real-world impact alongside product quality.
By supporting children who are rarely visible in mainstream narratives, NovaCurro reinforces the idea that brands, like communities, must actively make space for those at the margins.
Looking Ahead: Care Without Boundaries
For Vaidehi Gupte, this initiative is not an endpoint, but a reminder of what responsible entrepreneurship should look like.
“Wellness,” she believes, “is incomplete if it does not include compassion.”
As NovaCurro Naturals continues to grow as a science-backed, botanical pet wellness brand, its leadership is equally committed to ensuring that growth is accompanied by social sensitivity and ethical responsibility.
In supporting Deaf and Mute students on a journey that blends sport, inclusion, and dignity, NovaCurro Naturals sends a clear message:
true wellness is not about who is served—it is about who is included.
About NovaCurro Naturals
NovaCurro Naturals is an Indian pet wellness brand focused on developing science-backed, plant-based solutions for comfort, care, and long-term wellbeing in pets. Built on research, empathy, and safety-first principles, the brand believes that healing—across all forms—should be accessible, gentle, and inclusive.
