Growing demand for vegetarian pet food in India encourages new options
Industry insiders note that pet owners in the South Asian country are increasingly seeking vegetarian options and are willing to pay more for this alternative.
J. S. Rama Krishna, Business Head at Indian pet food manufacturer Growel Pet Nutrition, states that pet parents in the country are willing to pay 10 to 20% more for vegetarian pet products if they provide the same level of nutrition as meat-based alternatives.
“There has been a significant rise in demand for vegetarian and vegan pet food options globally, with the market expected to grow steadily as consumers become more conscious of environmental and health factors,” he tells GlobalPETS.
Recent data supports this trend, indicating that the global vegan pet food market could more than double from $26 billion (€23.3B) in 2022 to $57.4 billion (€51.5B) a decade from now.
Growel Group, a leading aquaculture player in India based in Andhra Pradesh, recently moved into the pet food sector with its dog treat brands Fullr and DatGud. It is expanding to vegetarian options as “over 30% of Indian households follow a meat-free diet.”
Market expansion plans
Rama Krishna’s comments come as Growel launches Carniwel, its new brand dedicated to providing premium nutrition for cats and dogs.
Products are currently available in 4,000 outlets across 200 cities in India. The company aims to expand its vegetarian pet food range nationwide by mid-2025, with a focus on reaching tier 2 and tier 3 cities.
Carniwel maintains a strong omnichannel presence, selling through e-commerce platforms like Amazon and pet retailers like Supertails, veterinary clinics and specialty stores. The company also plans to expand its availability by partnering with local e-commerce players that offer quicker delivery, like Swiggy, Instamart and Zepto.
“By the end of 2026, we aim to have Carniwel in over 10,000 retail outlets, along with strong e-commerce sales across all major platforms,” shares Rama Krishna.
Growel Pet Nutrition is also exploring entry into international markets with “significant” vegetarian populations, such as parts of the Middle East and Southeast Asia, within the next 2 to 3 years.
Product details
Carniwel features a range that includes both meat-based and vegetarian recipes for cats and dogs. Its meat-free line is designed to offer a complete, balanced diet with essential proteins, vitamins and fatty acids while incorporating superfoods such as Antarctic krill, algal oil and spirulina for cognitive development, immune function and skin and coat health.
The company strategically prices Carniwel’s products at ₹550 ($6.5/€5.9) per kilogram, making it roughly half the cost of imported premium meat-based pet foods.
