As India's pet food market grows, Nestlé has purchased a minority stake in Drools Pet Food Private Limited. Nestle stated in a press release that this was only a financial investment by the company and that Drools would remain strategically and operationally independent. Nestle did not disclose the terms of the agreement.
When Nestle launched the Indian arm of its dog and cat food business in late 2017, it remained separate from Nestle India. However, in 2022, Purina Petcare India became part of Nestle India.
This isn't the first major international investment in Drools.
L Catterton, a global consumer-focused investment firm, invested approximately US$60 million in Drools Pet Food. This was the investment firm's first foray into the sector in India.
About Drools pet food in India
Drools Pet Food Private Limited has emerged as a significant player in India's pet food industry since its inception in 2010. Headquartered in Rajnandgaon, Chhattisgarh, with corporate offices in Bengaluru, the company operates under the umbrella of the Indian Broiler (IB) Group, a prominent protein-focused conglomerate in central India.
Initially established as a division within the IB Group, Drools was formally incorporated as a separate entity in September 2018. The company has since expanded its manufacturing capabilities, operating three facilities with a combined capacity of approximately 89,400 metric tons annually. Its product portfolio includes dry and wet foods, treats, and supplements for both dogs and cats, marketed under brands such as Drools, Purepet, Meat Up, Let’s Bite, Focus, and Grain Zero.
Drools maintains a distribution network, with products available in over 40,000 retail outlets across India and exports to 22 countries, including markets in the Middle East, Africa, and Asia-Pacific regions. The company has prioritized e-commerce, deriving about 25% of its revenue from online platforms.
Economy brands top Indian pet care market, but premium growing
“The greatness of a nation can be judged by the way its animals are treated,” Linda Brady Hawke said, quoting Mahatma Ghandi, during her presentation at Zoomark in Bologna, Italy on May 5. Hawke is the founder of the India International Pet Trade Fair and of Creature Companion magazine.
Ghandi’s quote rings true in the pet food market in India, where animals have a long history of cultural respect, Hawke said. Pet ownership has grown to approximately 35 million pet dogs and 6.5 million cats, and the pet product market has exploded.
India’s pet care market currently stands at US$970 million and may more than double to reach US$2.5 billion by 2028, she said. Pet food makes up the largest portion of that sum. Drools, Mars, Smart Heart, Meow, Royal Canin, Famina and Acana are some of the brands available from Indian retailers.
“Budget or standard price points are preferred,” Binoy Sahee, fair director for the India International Pet Trade Fair, told Petfood Industry.
However, premium and superpremium brands have grown in market share, he said. Mars PetCare enjoys a first mover advantage in India. Mars was one other first international companies to enter the Indian market, and Pedigree remains a popular brand.
Domestic pet food production in India
While India remains open to foreign investment, a 30% tariff on some pet foods can challenge imports, Sahee said. This makes it important to have someone in India importing on your behalf.
Domestic production has grown as well. In many cases this has involved companies in the agriculture or human food products spaces diversifying into pet food, Hawke said. For example, Godrej to Allana Sons, Growel Feeds to Avanti Feeds, IG Group with Drools and Mankind Pharma. Some of those India-based brands use culturally relevant ingredients such as jackfruit.
With both domestic and international brands, the pet food market in the planet’s most populous nation is growing.
