Nestlé SA, long known in India for Maggi noodles, Nescafé coffee, and KitKat chocolates, is now setting its sights on an entirely different market—petcare. Through its global brand Purina, the Swiss food giant is investing heavily in India’s growing community of pet owners, betting that the country will soon become one of the world’s largest markets for pet nutrition and wellness.
The transformation is already underway. In just a few years, India has evolved from a market that barely registered on the global petcare radar to one that Nestlé executives now describe as a “mega-market in the making.” According to Hubert Wieser, Chief Executive of Nestlé Purina Petcare for Asia, Oceania, and Africa, all the ingredients for explosive growth are already in place—rising disposable incomes, a youthful population, and a deepening emotional bond between people and their pets.
A Market in Motion
India’s pet food industry is at a turning point. Traditionally, pets in Indian homes were fed leftovers or specially cooked meals from the family kitchen. But as urban lifestyles change and younger generations seek convenience and health-conscious solutions, attitudes are shifting. Purina, which entered India in 2017, is capitalizing on this cultural evolution by offering scientifically formulated pet food and supplements that promise balanced nutrition and better health outcomes.
The results are already visible. While India’s contribution to Purina’s global revenue remains relatively small, it is among the fastest-growing markets in the company’s portfolio. “Today, nearly 80% of the category is made up of first-time pet parents,” Wieser noted, pointing to a new demographic that is curious, digitally savvy, and willing to explore premium products for their pets.
Riding the Pet Boom
The numbers tell a compelling story. In 2024, Indian households spent around $3.6 billion on petcare—covering food, toys, accessories, grooming, and veterinary care. By 2027, that figure is expected to reach $7 billion, according to Redseer Strategy Consultants. Although India still represents a fraction of the $320 billion global petcare market, its pace of growth is among the fastest in the world.
Nestlé’s strategy is to cater to every layer of this evolving market, from mass-market options that encourage adoption to super-premium offerings that mirror Western petcare trends. As Wieser explains, “Mass-market offerings help build the category, but as pet parents learn what good nutrition looks like, they move up the price ladder.” This approach not only fuels growth but also builds brand loyalty in a segment where emotional connection plays a huge role.
Investing in Innovation and Startups
Nestlé Purina isn’t just selling food—it’s building an ecosystem. Through its Unleashed Accelerator program, the company is supporting early-stage petcare startups in India and across the world. The accelerator invests up to 50,000 Swiss Francs per startup over 20 weeks, helping founders develop innovative solutions and gain access to global expertise.
Beyond incubation, Nestlé has also started making direct investments in the Indian petcare landscape. In 2024, the company’s parent, Nestlé SA, acquired a minority stake in Drools Pet Food Pvt. Ltd, a Chhattisgarh-based pet food manufacturer. This deal, which valued Drools at over $1 billion, was Nestlé’s first-ever investment in an Indian brand—a strong signal of its long-term faith in India’s potential.
Facing Fierce Competition
While Purina expands, it faces intense competition from established global players and homegrown brands. The market leader, Mars Inc., has been in India since 2002, selling pet food under popular labels like Pedigree, Whiskas, and Royal Canin. Meanwhile, Indian startups such as Supertails, Heads Up for Tails, and Drools are rapidly expanding their presence with direct-to-consumer channels and strong community engagement.
Venture capital interest is also surging. According to Hariharan Premkumar, Managing Director of DSG Consumer Partners India, more than 15 investments were made in the petcare space in 2024 alone, with generalist funds now taking serious interest in the category. Analysts expect India’s petcare sector to grow at a compound annual growth rate (CAGR) of 25% over the next five years, making it one of the fastest-growing consumer segments in the country.
Humanizing Pets and Shaping Culture
Perhaps the most profound shift driving this boom is the humanization of pets. With changing family structures and a growing preference for companionship, pets are increasingly being treated as members of the family. Wieser sees strong parallels between India’s current phase and the early stages of petcare growth in the US and China—societies where smaller families and emotional attachment to pets eventually created billion-dollar industries.
Urban Indians, particularly millennials and Gen Z, are leading this transformation. They are not only buying pet food but also seeking premium services like grooming, daycare, boarding, insurance, and healthcare—signs of a market moving beyond necessity toward lifestyle and wellness.
The Road Ahead
Nestlé’s petcare play in India goes far beyond selling products. It represents a long-term bet on cultural change—on how a new generation of Indians sees and cares for their pets. By investing in local partnerships, nurturing startups, and offering globally trusted nutrition, Nestlé Purina is helping shape the foundation of an industry that could soon rival some of the biggest markets in the world.
India’s petcare story is still in its early chapters, but one thing is certain: the bond between humans and their animal companions is reshaping consumer behavior in ways that even global giants like Nestlé can no longer ignore. For Purina, India isn’t just another market—it’s the future of petcare.
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