India’s pet care industry is burgeoning. What was once a niche category is now emerging as a serious consumer sector. Spending on pets in India touched $3.6 billion in 2024, up from $1.6 billion in 2019, according to a Redseer report. (₹30,000-60,000 crore depending on exchange rates) The report forecasts the market will grow to $7 billion by 2028.(Business Standard) Meanwhile, the pet food market alone is expected to grow from USD 1.01 billion in 2025 to around USD 2.2 billion by 2030, a strong CAGR of 16.7%. (Mordor Intelligence)
Why Now?
Pet adoption is soaring in urban India. The country had 22 million pets in 2018, a number that jumped to 38.5 million by 2023. Pandemic-era adoptions, rising disposable incomes, and the “pets as family” mindset have reshaped consumer habits.
Urban pet parents now demand premium food, imported treats, grooming services, and lifestyle products. E-commerce platforms from Amazon to niche players like Heads Up For Tails and Supertails are making global brands more accessible than ever. (Agriculture and Agri-Food Canada)
The Brand Battlefield
Mars Petcare (Pedigree, Whiskas, Royal Canin) dominates mass and premium nutrition.
Drools, India’s fastest-growing challenger, recently became a unicorn after Nestlé acquired a minority stake valuing it at over USD 1 billion.
Heads Up For Tails & Supertails lead in premium accessories, grooming, and community-driven retail.
Nestlé Purina, Hill’s, Farmina and others push high-end, breed-specific food lines, reinforcing the idea that quality is imported.
The Big Gaps
If the market is booming, why don’t we see a global Indian pet care giant yet?
- R&D and product trust – Imported brands still set the standard for vet-backed, specialised nutrition.
- Price pressure – High import duties make global products expensive, but Indian consumers remain cost-sensitive.
- Distribution limits – Premium brands rarely reach beyond metro cities.
- Emotional branding – Pet care storytelling lags behind other consumer sectors like beauty or wellness.
- Regulatory clarity – Trust around safety and ingredient transparency is still a challenge.
What Pet Parents Want
The modern Indian pet parent is looking for:
- Safer, specialised food with clear ingredients, breed/age specialisation.
- Convenience through subscription deliveries and online discovery, premium packing.
- Premium experiences in grooming, healthcare, and accessories.
- Local innovation at accessible price points, vet support.
What’s Next? The D2C Opportunity
India’s pet care industry is ripe for disruption. If brands can build trust and scale, the sector could mirror the D2C boom in beauty and wellness.
Drools has shown the way from a challenger brand to unicorn status. The next wave could come from startups blending nutrition, healthcare, and lifestyle into one ecosystem.
With the market on track to cross ₹1.5 lakh crore in the next decade, the real question is: who will create India’s first global pet icon? Drools becomes a unicorn after Nestlé’s minority stake, valued at over USD 1 billion. (The Economic Times)
Conclusion: The Hunt for an Indian Pet Icon
India’s pet care industry has surged spending from about ₹13,000 crore in 2019 to over ₹30,000 crore in 2024 and is projected to cross ₹58,000 crore by 2028. With this sharp growth trajectory, the industry is shifting from niche to mainstream setting the stage for an Indian brand to emerge as a global pet care leader.
