Drools invests US$21.6M to enter India’s fresh pet food segment with Tetra Pak partnership

INDIA – Drools Pet Food Pvt. Ltd. has announced an investment of ₹180 crore (approx US$21.6 million) to enter India’s fast-growing fresh pet food segment, partnering with Tetra Pak to introduce shelf-stable products using Tetra Recart packaging. 

The move targets rising demand for premium, minimally processed pet nutrition in a market valued at US$700–900 million.

The investment will be directed toward building advanced processing and packaging infrastructure, enabling Drools to scale production of fresh pet food without relying on cold-chain logistics. 

The company said the format combines real ingredients with no added preservatives and allows storage without refrigeration before opening, addressing both convenience and quality concerns among pet owners.

Founder Fahim Sultan said the expansion reflects a structural shift in consumer behaviour. 

“Pet owners in India are increasingly seeking fresher, higher-quality, and more transparent nutrition options. This investment and our partnership with Tetra Pak allow us to leverage global advancements in processing and packaging to make fresh pet food more accessible and scalable,” he said.

India’s pet food sector is expanding at a compound annual growth rate of 11% to 16%, driven by rising pet ownership and the ongoing “humanisation” trend, in which pets are treated as family members. 

Within this, premium and specialised nutrition categories are outpacing the broader market, with growing demand for functional, clean-label, and high-protein formulations.

Drools’ entry into fresh formats positions it within a segment that is still nascent in India but well established in mature markets such as North America and Europe. 

By introducing shelf-stable fresh products, the company is effectively attempting to bridge the gap between traditional dry kibble and refrigerated fresh diets, which remain limited by infrastructure and cost barriers in emerging markets.

The collaboration with Tetra Pak is central to this strategy. 

Tetra Recart, a retortable carton packaging solution, is designed to handle wet and fresh food products while maintaining long shelf life and reducing dependency on metal cans or refrigeration. 

This format is expected to improve distribution efficiency across India’s fragmented retail landscape, particularly in tier-two and tier-three cities.

Drools stated that the initiative is not just a product launch but the foundation of a new category within India’s pet nutrition space. 

The company plans to roll out a range of recipes and formats tailored to evolving consumer preferences, with an emphasis on convenience, transparency, and nutritional quality.

The move also reflects broader industry dynamics, where manufacturers are investing in differentiated formats and value-added products to capture higher margins and build brand loyalty. 

As competition intensifies, companies are increasingly focusing on innovation in both ingredients and delivery formats to stand out in a crowded market.

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