Evolving pet ecosystem in India

The Indian Pet Industry is one of the fastest-growing markets in the world. It is witnessing steady growth across established segments, the emergence of new categories, and the rapid adoption of innovative retail models such as quick commerce. The industry is expanding not only domestically but also gaining visibility on the international stage, explains guest author Priyasha Mohanty.

However, an industry’s growth cannot be sustained in isolation. The pet sector requires wider acknowledgment from adjacent industries, markets, and society at large in order to secure the recognition necessary for long-term success. Breakthroughs in growth therefore, lie in broader visibility, which in turn enhances collaboration opportunities and lowers entry barriers for pet parents, which ultimately aids the growth of the Industry. In India, these structural shifts have reshaped the landscape of the pet market and positioned it as a stronger force within the corporate ecosystem.

In FY 2025, Indian FMCG giant Godrej Pet Care entered the market with a USD 60 million investment in its pet food line, Godrej Ninja Pet Food. Around the same time, 1990s Bollywood actress Sonali Bendre launched ‘The Happy Pawdcast’, highlighting the sector’s rising cultural relevance.

These strategic moves from established players highlight both the profitability and scalability of the Indian pet market. The industry has evolved considerably, and its growth can be attributed to the following key drivers.

Once considered niche, the Indian pet industry is now commanding mainstream attention. In the post-COVID era, as pets have become increasingly integrated into households, media coverage of the sector has expanded significantly. Between FY 2024 and FY 2025 alone, there were 31 instances of coverage in major outlets such as The Hindu, BBC, The Economic Times, and The Times of India, in addition to national television channels.

Such visibility demonstrates that pet care has entered the everyday public conversation, even among non-pet parents. Mainstream outlets are not obligated to cover this sector in the way specialist magazines are, which makes their choice to do so a strong indicator of shifting perceptions. This wider coverage not only creates awareness but also presents fresh opportunities for industry stakeholders.

Celebrity associations have further amplified the trend. What began with Drools Pet Food has now moved into the mainstream, with Kareena Kapoor endorsing Drools, Kriti Sanon representing Heads Up For Tails, and several other high-profile endorsements. Collectively, these initiatives have expanded the reach of the industry well beyond niche channels.

In the early 2000s, Vodafone’s Hutch campaign featuring a pug sparked widespread public interest in the breed. Although not a direct endorsement of pet care, it marked a turning point in the use of pets in advertising.

Since then, FMCG brands have increasingly incorporated pets into campaigns to connect with consumers. Companies such as Hindustan Unilever, Britannia, Amul, Dabur, and Parle-G now feature pets prominently in their marketing, reflecting the role of pets as relatable lifestyle symbols.

This shift indicates that pets are no longer confined to their own category; they are part of broader consumer marketing. Large FMCG players have recognised the commercial and emotional value of the pet-owning demographic and are tailoring communication strategies accordingly.

The calibre of players entering the pet sector underscores its enormous growth potential. Established multinationals like Mars, Nestlé, Procter & Gamble, and Royal Canin already have a strong foothold, while Indian conglomerates such as Godrej, Emami, and Growel Feeds are aggressively expanding.

Strategic investments have also accelerated. Wipro Consumer Care has invested in Goofy Tails, while Allana Group and IB Group (parent company of Drools) continue to support product development and distribution. L Catterton, backed by LVMH, has invested in Heads Up For Tails, while Sixth Sense Ventures has backed Just Dogs—clear signals of venture capital and private equity confidence in the sector.

Global brands like Pedigree, Royal Canin, Farmina, and Orijen/Acana are strengthening distribution in India, while homegrown players like Drools, Heads Up For Tails, and Just Dogs are scaling rapidly. Rising disposable incomes, growing awareness of pet nutrition, and increasing pet humanisation trends further reinforce long-term scalability.

The Indian pet ecosystem has become increasingly accessible to first-time pet parents. Grooming salons, training centres, boarding facilities, and veterinary clinics have expanded far beyond metropolitan hubs, with Tier 2 and Tier 3 cities now offering organised and professional services.

Quick commerce has played a pivotal role in lowering barriers by ensuring instant access to essentials. With 30-minute delivery models becoming the norm, pet parents no longer face the stress of advance planning for food or supplies. This on-demand availability has simplified the experience of pet ownership, particularly for new adopters.

Urban spaces have also adapted. Pet-friendly cafés, hotels, housing complexes, and parks are now commonplace, integrating pets into the cultural and social fabric of Indian cities.

Digital-first platforms have further accelerated this transformation. From subscription-based food deliveries to at-home grooming and online vet consultations, these services empower pet parents with knowledge and convenience, making responsible ownership more approachable. What was once perceived as a luxury is now part of routine care, professionally delivered and competitively priced.

The Indian pet industry, once heavily reliant on imports, is now building domestic capabilities through focused R&D and manufacturing. Companies have shifted from sourcing the “best global products” to designing products tailored to India’s demographic and climatic realities.

Established players such as Drools, Allana Sons, and Godrej Pet Care, along with third-party manufacturers like B&K, Annamolous, and Amalgam, are leading this transformation. The Government of India is also encouraging growth, with the Department of Animal Husbandry offering a 3% interest subsidy for companies establishing feed manufacturing units.

As a result, India is emerging not just as an export-driven hub but also as a robust consumer market and manufacturing base. Lower operational costs, strong manpower, and rising domestic demand are positioning the country as a strategic player in the global pet care supply chain.

Despite its impressive growth story, the industry faces structural challenges that must be addressed to unlock its full potential:

1. Fragmented Regulations & Policy Gaps: The absence of a unified regulatory framework creates compliance hurdles, complicating licensing and product classification.

2. Infrastructure Limitations: Gaps in cold-chain and last-mile logistics restrict access to premium products, especially in Tier 2 and 3 markets.

3. Inconsistent Quality of Services: Grooming, boarding, and training services lack standardisation, leading to uneven consumer experiences.

4. Low Penetration of Pet Insurance: Limited awareness and availability of insurance result in high out-of-pocket expenses and delayed medical intervention.

5. Cultural & Civic Friction: Conflicts between pet and non-pet owners hinder inclusive growth in shared public and residential spaces.

6. Repetitive Industry Messaging: Online discourse remains product-centric and repetitive; greater thought leadership is required to educate and engage.

7. Pet Conversion Rate Challenges: The industry must adopt empathetic, balanced narratives to encourage responsible adoption while respecting non-pet parents.

The Indian Pet Industry is evolving on multiple fronts: media visibility, corporate participation, manufacturing strength, and consumer inclusivity. While challenges remain, the sector’s foundations are strong, diverse, and positioned for long-term sustainability.

With continued investment, thoughtful regulation, and a commitment to inclusivity, the industry is set to thrive. The future of India’s pet ecosystem lies not only in products and services but in building a holistic, collaborative environment that can stand the test of time. 

Statistics Source- Bonafide Research