Swati BharadwajHyderabad: India’s pet food aisle is getting crowded, and Wipro Consumer Care & Lighting is the latest big name to jump in. After recent entries by players such as Godrej, Reliance, Avanti and Growel, Wipro has launched its pet nutrition brand, Snuggles, on Wednesday, which is also International Dog Day.Anil Chugh, president, foods business, and CEO, new business, Wipro Consumer Care & Lighting, said India is among the world’s fastest-growing pet food markets, driven by urbanisation, lifestyle shifts and the growing tendency to treat pets as family members.This is Wipro’s first move into a new category since its entry into foods in 2022. The company has tied up with a leading Thai agri-industrial conglomerate Betagro Group for R&D, technology and manufacturing, while also evaluating local production at one of its nine manufacturing locations in India at an investment upwards of Rs 150 crore.“The pet food category in India has strong global tailwinds. It is growing at 16% to 18%, and we believe this momentum will continue over the next five to seven years,” Chugh said.India’s pet food market is estimated at around ₹5,500 crore, while the broader pet care market is valued at about ₹8,000 crore. Chugh said the category could expand to ₹15,000 crore-₹20,000 crore over the next five to seven years, even at a 10% to 12% growth rate, explaining the excitement around this category. Globally, the pet industry is projected to touch $500 billion by 2030.The opportunity, he said, is significant because India remains under-penetrated. Dog ownership stands at just 8% to 10%, compared with 20% in China, 35% in Thailand and nearly 70% in the US. Packaged pet food penetration is only 7% in India, against 40% in China and Thailand and 80% in the US.“Pets have become family members. The humanisation of pets is very strong now. Pets that were once kept outside are now in bedrooms. Pet parenting has become mainstream, and 67% of pet parents in India are first-time pet parents,” Chugh said.Snuggles has debuted with dry dog food that combines kibble with freeze-dried, human-grade chicken chunks, which Wipro described as a first-of-its-kind product in India. The formulation was developed with veterinarians and global innovation partners and tested on more than 500 dogs across Indian geographies, breeds and climates over 14 to 15 months, Wipro said.Saurabh Shekhar, managing partner, pet care, Wipro Consumer Care & Lighting, said Snuggles aims to become one of India’s top three homegrown pet food brands within five years. The company will begin with dog nutrition before expanding to cats, with dogs and cats remaining its focus over the next two years.Wipro said it chose Hyderabad for the launch, citing its expanding pet ecosystem, young population, rising disposable incomes and strong veterinary network. The company plans a phased national rollout backed by its distribution network.
