Godrej enters pet care market with launch of ‘Godrej Ninja’ dog food brand in Tamil Nadu

INDIA – Godrej Consumer Products has entered the pet care segment in Tamil Nadu with the launch of ‘Godrej Ninja,’ a scientifically formulated dog food brand developed under its subsidiary, Godrej Pet Care (GPC). 

The launch signals the conglomerate’s commitment to building a robust, research-backed presence in India’s growing pet food market, starting in one of the country’s most important pet-owning states.

Designed to enhance gut health and immunity in dogs, Godrej Ninja offers a nutrient-rich blend of Probiotics, Prebiotics, and Polyphenols, dubbed the “3Ps.” 

Developed with insights from veterinary specialists and tested across various breeds, the dry food product has been tailored specifically to meet the nutritional needs of Indian pet dogs.

“Godrej Pet Care represents a long-term commitment from the Godrej Industries Group to build a world-class business in the exciting, high-growth space of Indian pet care,” said Robert Menzies, Chief Executive Officer of GPC. 

He added that Godrej Ninja is the first brand launch under the GPC umbrella, offering healthy dog food at an accessible price point. 

“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 towards nationwide expansion,” he emphasised. 

Godrej plans to invest ₹500 crore (US$60 million) over the next five years in this sunrise sector, aiming to capture a slice of the ₹6,000 crore (US$720 million) Indian pet care market, ₹5,000 crore (US$600 million) of which is pet food. 

Despite India’s rising pet ownership, packaged pet food remains underpenetrated, with only about 10% of pet owners using it, and that too, just 40% of the time. 

By contrast, China, once in a similar position, now has 20% pet ownership and a calorie conversion rate of 25%, compared to India’s 4%.

Nitin Jain, Chief Operating Officer of GPC, said, “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. All ingredients are triple-checked for quality. Each kibble of Godrej Ninja ensures consistent nutrient intake, reducing the risk of falling sick.”

Godrej Ninja is available in three pack sizes for adult dogs: a 100-gram pack priced at ₹20 (US$0.24), a 1-kilogram pack for ₹239 (US$2.86), and a 3-kilogram pack for ₹610 (US$7.32). 

For puppies, the product comes in the same convenient sizes, with the 100-gram pack also priced at ₹20 (US$0.24), the 1-kilogram pack at ₹259 (US$3.11), and the 3-kilogram pack at ₹640 (US$7.68).

Formed in 2024, GPC draws upon the animal nutrition expertise of Godrej Agrovet and the marketing strength of Godrej Consumer Products. 

The brand’s R&D efforts are anchored at the Nadir Godrej Centre for Animal Research & Development, ensuring products are built on local science and tailored to Indian pet dogs.

“As humans, we instinctively balance our diets for immunity, curd for probiotics, rice and chapati for energy, and chicken or fish for protein. Similarly, pet dogs need a complete and balanced diet with fibre, minerals, vitamins, and supplements to ensure gut and immune health,” said Dr. Ashok Pattanaik, Head of R&D at GPC and former Principal Scientist at the Indian Veterinary Research Institute.

“Many pet parents express love by feeding home-cooked meals, but these often lack essential nutrients, leading to deficiencies. With nearly 70% of a dog’s immune system in the gut, precise nutrition is critical.”

Godrej Ninja meets or exceeds Indian, US, and EU pet food safety and quality standards, marking it as a premium, locally made product with global credibility.

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