Godrej Pet Care expands pet nutrition portfolio with wet food, treats and cat food

INDIA – Godrej Pet Care is preparing to expand its presence in India’s fast-growing pet nutrition market with the launch of wet pet food, treats and a dedicated cat food range, building on the recent rollout of its premium dry dog food brand, Godrej Ninja.

The expansion comes as India’s pet food market continues to attract investment from both domestic and multinational companies amid rising pet ownership and increasing demand for commercial pet nutrition.

“There is a lot of portfolio work underway. Wet food, treats, cat food—many things are in the works,” said Nitin Jain, Chief Operating Officer of Godrej Pet Care. 

He added that the company is still evaluating whether the new products will be launched under the Ninja brand or as separate brands.

Godrej launched Ninja in Tamil Nadu before expanding into Karnataka, Andhra Pradesh, Telangana and Kerala. 

The company selected Tamil Nadu because of its established network of veterinary clinics, pet retailers and breeders, allowing it to test its market strategy before scaling to other regions.

Developed at the Nadir Godrej Centre for Animal Research & Development, Ninja focuses on digestive health and immunity through its proprietary “3P Blend” of prebiotics, probiotics and plant-derived polyphenols, alongside 37 essential nutrients formulated for puppies and adult dogs.

To encourage adoption among first-time buyers, the company introduced competitive pricing, with 100-gram packs starting at about US$0.21 and 3-kg packs retailing at approximately US$5.23 for adult dogs and US$5.75 for puppies.

Godrej said the products are being distributed through pet stores, veterinary clinics, supermarkets and e-commerce platforms as it builds a nationwide retail network to support future product launches.

India’s pet food market attracts new investment

Godrej’s expansion reflects growing competition in India’s pet nutrition sector as companies race to capture a rapidly expanding consumer base.

According to Euromonitor International, India’s pet food market grew from US$690.5 million in 2023 to US$786.6 million in 2024 and is projected to reach US$884.4 million in 2025. 

The country’s pet population increased by about 5% in 2024 and is expected to approach 39 million animals this year, supported by rising disposable incomes, urbanisation and greater spending on companion animal health.

The market has traditionally been led by Mars Petcare through its Pedigree and Royal Canin brands, alongside domestic manufacturer Drools. 

More recently, Reliance Consumer Products entered the sector with Waggies, while Wipro Consumer Care launched Happy Fur, intensifying competition.

Despite positive growth prospects, consumer adoption remains gradual. 

Jain acknowledged that many Indian pet owners continue to rely on home-cooked meals, meaning education and trust-building remain important as companies promote balanced commercial diets.

With additional product categories under development, Godrej aims to strengthen its position as a full-service pet nutrition company while capitalising on the growing demand for science-backed pet food across India’s expanding companion animal market.

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