Top Indian aquafeed player moves into pet food
The Growel Group plans to invest $11 million in developing its pet portfolio locally and internationally.
Growel Group, a leading aquaculture player in India based in Andhra Pradesh, has made a move into the pet industry with the launch of dog treat brands Fullr and DatGud.
“The introduction of our new brands not only signals our business diversification but also reinforces our commitment to pet parents and the industry as a whole,” says M.S.R Karthik, Vice President of Sales and Operations.
The brands are now available across 3,000 outlets nationwide. The company has also partnered with e-commerce platforms like BigBasket, JustDogs, Supertails and Amazon.
The Group is looking to strike deals with local quick-commerce delivery platforms like Blinkit and Instamart to further promote sales and improve product visibility.
Investment and product expansion
The Indian group plans to invest ₹100 crores ($11M/€11.1M) over the next 5 years to enhance capital expenditure, improve warehouse infrastructure and boost packaging capabilities and production capacity.
Its pet food production facility is located in Andhra Pradesh, 186 miles (300 km) from Hyderabad.
J.S. Rama Krishna, Business Head for Growel’s pet food division, confirms in an interview with GlobalPETS that the company plans to launch dental treats and pet food options for dogs soon. The group is also conducting palatable trials for cat treats, including lickable and soft chews, for future product launches.
“The idea is to enter every channel that consumers would potentially go to,” says Krishna.
The company will focus on expanding and strengthening the domestic market for its brands this year and aims to expand its pet product portfolio to some of the 25 countries where the aquafeed group operates.
The group’s sales outlook for 2024 includes an estimated revenue between ₹6 crore ($718K/€667K) to ₹8 crore ($957K/€889K). It targets sales upwards of ₹100 crore ($11M/€11.1M) by 2030.
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