Indian consumer giant Godrej launches its first pet food product to market

One of India’s largest fast-moving consumer goods (FMCG) companies has recently entered the pet care business. With its broad range of products, it sees this market as a “sunrise category.”

Godrej Consumer Products Limited (GCPL), which announced its plans to expand its footprint into the pet industry last year, recently launched a pet care brand called Godrej Ninja under Godrej Pet Care (GPC).

The portfolio consists of scientifically formulated dog food aimed at boosting gut health and immunity and has been launched in Tamil Nadu, India’s 10th-largest state

“Tamil Nadu is a key market for pet food, with approximately 2–3 million pet parent households. It’s a very important state for Godrej’s consumer business, and we are thrilled to be launching here as a first step toward nationwide expansion,” explains Robert Menzies, GPC’s CEO.

Company overview

GCPL generates around ₹148 billion ($1.8B/€1.5B) in revenue across its lines focused on personal and home care with several household name brands. The company has a market cap of around ₹1 trillion ($12B/€11B).

The Mumbai-headquartered firm estimates that the Indian pet food market is worth ₹50 billion ($600M/€550M) and notes that, while the country’s pet population is growing, with around 10% of Indians being pet parents, only 10% of these feed packaged food, and then, only 40% of the time.

The company is also collaborating with Godrej Agrovet, India’s leading animal feed producer. The 2 subsidiaries share a parent company: The Godrej Group, a conglomerate with over 125 years of history.

The country’s pet population has seen significant growth over the past decade, rising from 26 million in 2019 to 42 million in 2024.

Investment commitment

Godrej is investing ₹5 billion ($60M/€55M) in GPC over the next 5 years, and its Chief Operating Officer, Nitin Jain, joined in 2024 after a decade with Mars India, where he led sales for the pet care business for 6 years.

“Godrej Ninja is the result of years of rigorous research and development, designed to improve pet dogs’ gut health and their immunity by providing complete and balanced nutrition,” he says.

“All ingredients are triple-checked for quality. Each kibble of Godrej Ninja ensures consistent nutrient intake, reducing the risk of falling sick.”

More newcomers

The Indian pet care market has seen several new entrants in recent months alongside global players.

In September 2024, one of India’s largest aquaculture feed businesses, The Growel Group, launched Carniwel, a consumer pet food business. The company entered the pet food sector in June 2024 with its dog treat brands Fullr and DatGud.

In November, Paws for Greens launched its vegan dog food range, and in March this year, Avanti Group launched a new cat food range called Avant Furst in Partnership with Thailand-based Bluefalo Group.