Reliance sparks price war as it launches budget pet food brand Waggies in India

INDIA – Reliance Consumer Products Ltd. (RCPL), the FMCG arm of Reliance Retail, has launched its new pet food brand, Waggies, in a move expected to ignite a major price war across India’s fast-growing pet care market. 

The company is pricing its dog food products 20–50% below leading competitors, according to executives familiar with the rollout, setting up a direct challenge to incumbents such as Mars, Nestlé, Godrej Consumer Products, Emami, Pedigree, Purina, Royal Canin and fast-rising startups like Drools and Heads Up For Tails.

The launch comes as India’s pet care market accelerates, projected by Redseer Strategy Consultants to double from about US$3.5 billion to  US$7 billion by 2028, supported by a surge in pet ownership, from 26 million pets in 2019 to 32 million in 2024. 

RCPL is positioning Waggies squarely at the mass segment, banking on affordability and broad reach to scale quickly.

Aggressive pricing and distribution strategy

Executives say RCPL has briefed trade partners that Waggies will follow the company’s well-known disruptive pricing model, which it used in soft drinks and other FMCG categories. 

“Reliance has told distributors and trade channels that it is pricing its brand Waggies 20–50% cheaper than existing players, similar to its strategy in colas,” one executive said, noting that this playbook has already forced rivals in other categories to deepen promotions or introduce smaller packs.

Waggies will be sold through general trade and semi-urban outlets in tier-2 hubs, an approach designed to increase accessibility in markets where pet ownership is rising fastest. 

RCPL’s brands are not yet national, but director T. Krishnakumar reiterated the company’s wider ambitions earlier this year, stating it “wants to ensure its consumer portfolio is available nationally by March 2027,” with a focus on “600 million consumers at the mass end.”

Product portfolio and nutritional positioning

Waggies will enter the market at Rs 199 (US$2.36) per kilogram, while the enhanced Waggies Pro line starts at Rs 249 (US$2.95). 

The formulations include herbs, DHA, added protein, vitamins and digestible ingredients, with the Pro tier offering additional benefits for joint, skin and coat health. 

Dry kibble options include Chicken & Veggies and Beef Stew, with no artificial colorants, flavors or preservatives.

“Waggies is formulated to deliver superior value, balancing enhanced nutrition with affordability,” said Ketan Mody, executive director at RCPL. He added that the company believes “every pet must have access to the right nutrition and every pet parent must have access to global quality products without digging deep into their pockets.”

Sign up HERE to receive our email newsletters with the latest news updates and insights from Africa and the World, and follow us on our WhatsApp channel for updates.