Crittherbs Pharma
The animal health and livestock care industry is a dynamic and increasingly critical sector. Did you know that projections indicate the global animal health market will reach over $70 billion by 2027? This booming industry faces a variety of difficult challenges, from evolving diseases to the imperative of sustainable practices. Competition is fierce, with established corporate giants alongside numerous local players, all striving to deliver solutions for the well-being of animals and the productivity of livestock. In this demanding landscape, trust, quality, and innovative approaches are paramount for any brand to truly make its mark and provide meaningful value to veterinarians, nutritionists, and farmers alike.
Stepping confidently into this arena is Crittherbs Pharma, founded in 2018. Led by Dr. Aalap Shah as managing director, alongside Dr. Jayshree Shah and Dr. Kruti Shah (R&D head),Kruti Shah (Both R&D heads), Aakash Shah, Chintan Shah, Dr Viral Shah, Brijesh Patel & Entire Team of Crittherbs Family the company champions a special approach, drawing parallels between animal and human well-being. Aalap Shah brings a unique blend of medical expertise and strategic leadership, drawing on his background in homeopathic medicine, surgery, and a master’s degree in public administration with a healthcare emphasis from San Francisco State University. Inspired by his late uncle, Shree Vijay Shah, a pioneer in the pharmaceutical industry since 1990. Dr. Aalap Shah dared to pursue a dream of doing “something unique in the field of veterinary,” driving Crittherbs Pharma to progress rapidly and gain customer satisfaction.
Crittherbs Pharma operates on the core belief that animals deserve the same care as humans, promoting safe and side-effect-free home-herbal feed supplement preparations. With three WHO GMP-certified manufacturing plants, they make sure of the highest standards of quality and efficacy. Their flagship innovations include BT CRITT, a patented product for blood protozoan disease (patent received May 2024), and UDDERAID, a unique herbal formulation for fibrosis, with a patent pending. These products exemplify their commitment to research-based, evidence-based solutions, aiming to solve real-world problems for the animal health community.
In the spotlight for our prestigious “The 10 Most Trusted Brands in Animal Health & Livestock Care—2025” edition is Dr. Aalap Shah. Learn from his insights and valuable lessons as an entrepreneur to excel and make Crittherbs Pharma a leading company. Stay tuned and learn his tale of success.
Prime Insights: Can you introduce your brand and its core mission in the animal health & livestock care industry?
The core brands of Crittherbs Pharma are BT CRITT (Patent ID – 538640), UDDERAID, and FIBROCRITT KIT. This is Dr. Aalap Shah. I am a Managing Director at Crittherbs Pharma, which deals in veterinary and human herbal medicines. I completed my bachelor’s in homeopathic medicine and surgery in 2004-2005. After that, I worked as a consultant for five years and handled more than 1000 patients. Then I decided to pursue a master’s degree, and for that, I went to San Francisco State University in 2010 and completed my MPA (Master’s in Public Administration with Emphasis in Healthcare) in 2013. From 2017 onwards, I have been working as an MD in Crittherbs Pharma.
Currently, I serve as Managing Director at Crittherbs Pharma. My roles and responsibilities encompass everything from planning to executing all production and marketing activities, while ensuring that we at CRITTHREBS PHARMA are progressing as a company and as a successful managing director. We are, as Crittherbs Pharma believes, animals, the same as human beings. We value and respect animals. For that purpose, we promote the use of home-herbal feed supplement preparations, as these are safe and without any documented side effects as compared to modern animal health-care systems. Me, My wife, Dr. Jayshree Shah (BHMS, CFN, PGD PPHC), and my sister, Dr. Kruti Shah (BAMS, MBA), as doctors, try to make such a formulation that will be beneficial to veterinarians, nutritionists, farmers, product sellers, distributors, and all others associated with us.
Prime Insights: What inspired your brand to focus on improving animal health and welfare?
My uncle, the late Shree Vijay Shah, started the business of Pharma in 1990. He was the pioneer and founder of our group. We have been in the business of veterinary manufacturing for a long time. Abdul Kalam, sir, correctly stated that “you have to dream before your dreams can come true.” From the day I was studying homeopathy, I had a dream to do something unique in the field of veterinary medicine, and that moment came when we started. This company was established in 2018, and so far, I can say that all users of our products are satisfied. I am content with my starting point, and there are numerous milestones yet to reach.
“Difficulties in your life do not come to destroy you, but to help you realize your hidden potential and power; let difficulties know that you too are difficult.”
Many companies engage in veterinary marketing, posing a significant challenge to survival. You face competition from both large corporations and smaller local businesses. However, I believe that my determination and, most importantly, the support from my family—especially my wife—enable me to sustain myself and grow.
Prime Insights: What are your flagship products or services that have earned customer trust over the years?
As mentioned earlier, when we develop any formulations, we think of veterinarians, nutritionists, farmers, product sellers, distributors, and all others associated with us. Our core products are a few that we have developed over the period that have gone the extra mile in the field of veterinary medicine.
BT CRITT is our patented product designed to combat blood protozoan infections. The formulation was patented for 20 years, and we received the patent in May 2024.
UDDERAID: We have developed a unique herbal formulation for fibrosis, and we are also going to file a patent with the Government of India for the same.
Prime Insights: How do you make sure of the highest standards of quality, safety, and efficacy in your offerings?
We operate three manufacturing plants dedicated to our production processes. They are WHO GMP-certified plants. We believe in quality products and making sure that whatever we manufacture meets the standards.
Prime Insights: What role do research and innovation play in developing your animal care solutions?
Research and innovation play a central role in developing effective and sustainable animal care solutions. Here’s how:
Evidence-Based Practices: Research helps identify the most effective methods for animal health, nutrition, housing, and welfare. By depending on scientific studies, solutions can be tailored to meet the actual needs of animals rather than assumptions or outdated practices. Our patented product, BT CRITT, serves as an example of a research-based and evidence-based product.
Sustainability and Efficiency: Research helps in developing care practices that minimize environmental impact while maintaining or improving productivity.
Continuous Improvement: Ongoing innovation ensures that animal care solutions evolve with new challenges, such as emerging diseases, climate change, or shifts in regulations and consumer expectations.
Customized Solutions: Innovation helps the development of species-specific and even individual-specific care protocols, ensuring that solutions are not one-size-fits-all but are instead optimized for different animals’ biology and behavior. In short, research and innovation make sure that animal care solutions are safe, effective, humane, and future-ready.
Prime Insights: Can you share a key milestone or achievement that reflects your brand’s industry leadership?
We began this company in 2018, and within five years, we were able to file a patent for BT CRITT. For many years, no veterinary company in the market has filed a patent within the first five years of operation. We have built a solid customer database over time and won the trust of our clients.
Prime Insights: How do you address the evolving needs and challenges faced by farmers, veterinarians, and livestock owners?
I would say that from the day I decided to launch Crittherbs Pharma, I took the most important role as marketer and was entirely looking after the company’s marketing. I go out in the field with my team, meet the doctors regularly, have technical discussions with veterinarians, understand their needs, and provide a unique solution that no one has offered. Such an approach has given a strong identity to me as well as Crittherbs Pharma.
Prime Insights: What sustainability and ethical practices does your brand follow in product development and operations?
Our brand is committed to integrating sustainability and ethical practices into every stage of product development and operations. Here’s how we uphold those values:
Animal Welfare Commitment: Every product is developed to enhance animal health and quality of life, with input from veterinarians and animal behaviorists.
Other important criteria include environmentally responsible product development, as well as the impact on communities and ecosystems.
In short, we view sustainability and ethics not as add-ons, but as core principles that guide how we innovate, produce, and grow—ensuring a positive impact on animals, people, and the planet.
Prime Insights: How do you build and maintain long-term trust with customers and partners?
I am a self-motivated person who wants to go the extra mile and has a long vision. I do not believe in working under any form of pressure. One must have inner hunger and enthusiasm to achieve something for themselves, and I tell my marketing team the same thing. As a company’s MD, I have to see that the company is doing good, but at the same time, I take care of my team as if they are my family—we call it the Crittherbs Family; that is our customers. We try to develop products that are result-oriented and benefit the farmers and veterinarians.
Prime Insights: Can you share a success story where your products or services made a significant difference in animal health?
After launching BT CRITT, we were able to reduce the recurrence rate as well as the mortality rate in blood protozoan disease. Additionally, during the outbreak of Lumpy disease, we were able to save many animal lives. Recently, we have formulated a solution for chronic udder fibrosis, which has a major impact on the dairy sector. The clinical trials for the formulation show that it is successful 80% of the time in treating the condition, which helps decrease milk loss, lower treatment costs, and reduce the need to remove animals. We will soon apply for the patent for this formulation. Additionally, Crittherbs Pharma focuses all its products on promoting animal health benefits.
Prime Insights: What certifications, recognitions, or awards highlight your brand’s credibility in the industry?
As the Managing Director, I’m proud that Crittherbs Pharma was recognized as one of the “Top 10 Leaders in Pharma and Life Sciences—2022,” a key highlight of our brand’s credibility.
Prime Insights: What are your future goals for innovation and growth in the animal health sector?
Our future goals for innovation and growth in the animal health sector focus on advancing care, improving sustainability, and leveraging technology to drive better outcomes for both animals and caretakers. Key priorities include preventive care, fostering collaborative research and partnerships, and improving accessibility and global reach.
Prime Insights: What advice would you give to emerging brands aiming to make a trusted mark in this industry?
I would say, be innovative/be creative/be positive. My advice is that one must be innovative and thoughtful when conducting new research. Take risks, but they should be calculated—understand the market and its requirements, and based on that, plan your path. “Opportunities don’t happen. You create them.”
