You can soon buy Wipro's pet food in India
What's the story
Wipro Consumer Care & Lighting, the consumer division of Wipro Enterprises, is all set to enter India's booming pet food market, as per HT Mint. The company will launch a new brand called "HappyFur." The launch is expected within the next six to 12 months. The move comes as part of a larger trend of major Indian conglomerates entering this fast-growing sector.
Market dynamics
Pet food market's rapid growth and competition
The pet food industry in India is worth $2.4 billion and growing at over 15% per year, driven by an increase in urban pet ownership. Global giants like Mars (Pedigree, Whiskas) and Royal Canin dominate the market. However, domestic brands such as Drools, Wag & Love, Heads Up For Tails, and Himalaya have been steadily increasing their market share.
Venture capital
Wipro's strategic investment in pet nutrition
Wipro's entry into the pet food market comes after its first investment in this segment earlier this year. In June, Wipro Consumer Care Ventures, its venture capital arm, invested $1 million in Delhi-based digital-first pet nutrition brand Goofy Tails. The deal was meant to test the market and assess early consumer behavior, product gaps, and growth potential before launching a full-scale brand.
Competitive landscape
Reliance's Waggies brand and market disruption
Earlier this month, Reliance launched its pet food brand Waggies, starting with dog food. The company promises "global quality at affordable prices," starting at ₹199 per kg, 20-50% cheaper than international competitors. Reliance plans to target the 90% of Indian pet-owning households still feeding their pets home-cooked meals, hoping to convert this unorganized segment into branded consumers.
Market growth
Nestle's investment and India's pet care market
In May, Nestle invested in Chhattisgarh-based Drools Pet Food Pvt. Ltd., valuing it at over $1 billion. The global food giant sells pet food under the Purina brand and sees India as one of its fastest-growing markets. According to Euromonitor estimates, India's pet care market is expected to grow 12.4% to $884.4 million this year, with the pet food segment alone projected to grow from $680.3 million in 2024 to $769.7 million in 2025.