The Pet Economy
The Pet Food Business
How packaged pet food grew in India, why brands compete on premium and health claims, and the economics of switching from home food.
Traditionally, Indian pets ate home-cooked food or leftovers. Packaged pet food is changing that.
Growth
Pet food is the largest part of the pet care market, growing quickly as urban owners switch to packaged products.
Big players
- Mars Petcare (Pedigree, Whiskas).
- Nestlé Purina.
- Indian brands and startups offering fresh, cooked or specialised food.
Premiumisation
Brands sell premium products: grain-free, breed-specific, organic or fresh-cooked meals. Owners who see pets as family are willing to pay more.
Why packaged food spread
- Convenience for busy owners.
- Vet recommendations for balanced nutrition.
- Online availability and subscriptions.
Economics for companies
- Repeat purchases: pets eat daily, creating steady demand.
- Brand loyalty: owners hesitate to switch foods.
- High margins on premium products.
Local manufacturing
As demand grew, companies built factories in India, reducing reliance on imports.
A cat owner in Pune subscribes to monthly deliveries of premium cat food. The company gets predictable revenue, and the owner never runs out.
Price reflects branding as well as nutrition; vets can advise on needs.
- Pet food is the largest part of the pet care market.
- Owners are switching from home food to packaged products.
- Premiumisation lets brands charge more.
- Repeat purchases and loyalty make pet food profitable.
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