Growel Group expands into India’s pet food market with launch of Carniwel

INDIA – Growel Group, a long-established Indian seafood processor and aquaculture feed producer based in Hyderabad, has made a strategic foray into the pet food market with the launch of its new brand, Carniwel. 

With a history dating back to 1994, Growel has built a solid reputation in aquaculture feeds, aqua healthcare, and seafood processing. 

Now, through Carniwel, the company is diversifying its portfolio to capitalise on India’s fast-growing pet food market, projected to exceed US$1 billion by 2027 and have an annual growth rate (CAGR) of over 25%.

Carniwel is designed to provide premium pet nutrition at accessible price points, catering to the increasing demand from pet owners for high-quality, nutritionally balanced food. 

Karthik, a promoter of Growel Group, attributes the pet food market’s rapid growth to rising pet adoption rates, evolving consumer preferences for quality nutrition, and increasing disposable incomes in urban households. 

He emphasised Growel’s commitment to supporting India’s self-sufficiency in pet food production and revealed plans for export in the near future.

A standout feature of Carniwel is its emphasis on premium ingredients, including fresh proteins such as chicken, lamb, and fish, used across its product range. 

Additionally, the brand incorporates superfoods like Antarctic krill, algal oil, and spirulina, which are known for promoting cognitive development, immune function, and skin and coat health. 

This makes Carniwel unique in the Indian pet food market, where the combination of fresh proteins and superfoods remains uncommon. 

“Formulated in the United States with over 50 years of animal nutrition expertise and adapted for the Indian market by Growel’s in-house team, Carniwel adheres to stringent global quality and safety standards,” said Karthik.

The product line is tailored to meet the specific nutritional needs of pets at every life stage, from puppies and kittens to adult and senior animals. 

For small breed dogs, Carniwel offers options such as Fresh Chicken, Fresh Lamb, and a 100% Pure Veg Superfoods line, supporting brain development, weight management, digestion, dental health, and immune function. 

Large breed dogs benefit from formulations like Fresh Chicken & Lamb and a 100% vegetarian Superfoods range, which provide joint support and enhance digestive and immune health. 

The brand’s cat food range includes premium recipes like Ocean Fish & Krill, Fresh Fish & Shrimp, and Fresh Chicken, designed to promote digestive health, reduce hairballs for kittens, and support heart health for adult cats.

Acknowledging that over 30% of Indian households are vegetarian, Carniwel offers a comprehensive range of vegetarian pet foods. 

The vegetarian options are crafted to offer the same level of care and health benefits as the non-vegetarian formulas, extending the brand’s appeal to a diverse range of pet owners.

J.S. Rama Krishna, Business Head of Growel Pet Nutrition, highlighted that Carniwel fills a crucial gap in the market by offering high-quality yet affordable pet food. 

“Carniwel is the only brand in India that includes fresh meat and superfoods in its recipes, making it ideal for dogs and cats. Our proprietary blend of essential nutrients and vitamins supports pets’ holistic health at different life stages,”  he stated. 

Additionally, the brand has established a substantial presence, with its products in over 4,000 pet outlets across India and a robust distribution network spanning 200 cities. 

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