“Only about 5% of pet food in India is packaged. In more developed markets, that number is much higher. In China, it would be five times higher,” said Robert Menzies, CEO of Godrej Petcare, in an interview with CNBC-TV18. “So, if more people get pets, and more of them feed their pets packaged food, there’s a lot of growth potential.”
To drive this shift, the company is pursuing a three-part strategy. First, it’s focused on product quality—making food that is not only healthy but also appealing to pets. “If the dog doesn’t eat it, the health benefits won’t come through,” Menzies said. Second, it’s investing in consumer education to highlight the nutritional gaps in home diets. And third, Godrej is working closely with veterinarians—one of the most trusted influencers for pet parents.
The company has chosen Tamil Nadu as the launchpad for its new pet food brand, Godrej Ninja. Menzies explained the choice stating, “Tamil Nadu is quite a big market within pet food. It represents roughly 10% of the overall market. It’s an affluent state, it’s quite urbanised, and pet ownership is reasonably high there.” It also helps that Godrej Consumer Products already has a strong brand presence in the state, with household names like Cinthol and Goodknight.
With encouraging early feedback, a national rollout is in the works. While Godrej hasn’t announced a definitive launch calendar, Menzies said Mumbai is coming up “very soon” and that the company is “feeling confident to go nationwide.”
The group has committed ₹500 crore to its petcare foray and is eyeing a sizeable share of the market. But Menzies was quick to point out that it’s not just about market capture—it’s about market creation. “We’re excited about the role we can play in helping to grow the market itself. It’s not just about taking share—it’s about growing the pie,” he said.
In keeping with its science-first approach, Godrej has steered clear of celebrity endorsements for now. Instead, its debut television campaign features a dog dressed as a doctor—a nod to the R&D and health-based positioning of the brand. “When we communicate with pet parents and others in the ecosystem, we talk a lot about the product and the R&D behind it,” said Menzies.
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(Edited by : Poonam Behura)
