About PURA
Trusted by Cat Owners Worldwide.
PURA is a premium bentonite cat litter brand backed by the Ashapura Group, a global mineral leader established in 1960. Built on decades of mineral expertise, PURA delivers strong clumping, natural odour control, and reliable performance trusted by cat owners, distributors, and private label partners worldwide.
From ultra-fine clumping litter to traditional non-clumping options, every PURA product is designed for cat comfort, clean homes, and dependable quality. With complete control from mine to bag, PURA offers consistency, safety, and export-ready supply for markets across five continents.
Countries Served
Years of Experience
Cat Litter Variants
Three Decades. One Vision.
A Truly Global Brand.
From a chance discovery on a European business trip to homes in over 60 countries — the story of how PURA became one of the world's most trusted cat litter brands.
A Discovery in Europe
During a business trip to Europe, the Founder of Ashapura Group came across bentonite cat litter — a product that would later shape an entirely new chapter in the company's journey.
Clean Paws Enters the Market
Backed by extensive research, Ashapura developed its first cat litter brand — Clean Paws — which made its debut in the UK and Russian markets, marking the beginning of Ashapura's global presence in pet care.
PURA Is Born at PETINDEX Birmingham
At PETINDEX in Birmingham, UK, Ashapura launched a new flagship brand — PURA: Pick of the Litter — offering a wide range of clumping and non-clumping variants, diverse packaging, and tailored solutions for every market.
Scented Litter, Reinvented
Staying true to its tradition of innovation, Ashapura introduced scented cat litter with a unique mechanism — releasing fragrance only when the litter gets wet. With a wide choice of fragrances, PURA became known for delivering both freshness and convenience.
From Interzoo to the World
PURA went on to feature at internationally acclaimed pet trade exhibitions — including Interzoo in Germany and Zoomark in Italy — strengthening its international presence and becoming a trusted private label supplier to leading brands worldwide.
A Truly Global Brand
Today, thanks to its convenience, quality, affordability, and attractive packaging, PURA has earned the trust of millions of pet owners across the globe — with a presence in over 60 countries across five continents.
PURA has truly lived up to its reputation as "A Truly Global Brand."
Driven by Purpose, Guided by Vision
Quality Care, Crafted Daily
To manufacture and deliver high-quality, safe, and innovative cat litter products that enhance pet hygiene, provide superior comfort for cats, and offer convenience and satisfaction to pet owners — while maintaining a strong commitment to consistent quality, customer service, and sustainable practices.
A Global Standard for Cat Care
To become a globally trusted and preferred cat litter brand known for reliability, product innovation, and environmentally responsible solutions — setting new benchmarks in pet hygiene and customer experience.
What sets us apart
Why PURA Stands Above Ordinary Cat Litter Brands
- No chemical additives
- Strong instant clumping
- Natural odour control
- Cats accept it easily
PURA controls odour through the natural absorbent power of premium bentonite clay, not through harsh additives or overpowering perfumes. That means a cleaner litter experience that feels safer for cats and more pleasant for homes.
Our clumping formulas form tight, compact clumps quickly on contact with moisture. This makes scooping easier, keeps the tray cleaner, and helps reduce unnecessary litter consumption over time.
Cats can reject litter that feels wrong or smells artificial. PURA is designed with a natural mineral character that helps cats settle in faster, making transitions smoother for both pets and owners.
PURA is a brand of the Ashapura Group, with roots going back to 1960. That gives us a real advantage in raw material understanding, processing consistency, and export reliability from mine to bag.