The Indian pet food industry is growing significantly with the help of factors such as increasing pet ownership, urbanisation, and rising disposable incomes. As more families adopt pets, especially in urban areas, there is a growing demand for high-quality and specialised pet food products.
As per Research and Markets, a market research firm, the India pet food market is expected to rise at a CAGR of 15.37% by 2030. Major pet food brands include Pedigree, Drools, Heads Up For Tails, Sheba, Himalaya Pet Care, Royal Canin, and more.
In a conversation with Marketing Mind, Ayesha Huda, Chief Marketing Officer, Mars Petcare Nutrition, India, shared that while launching Sheba, a premium wet cat food brand by Mars Petcare, in India, the brand ensured that it introduced the right products with exclusive ingredients new to the market.
She further said that Sheba stands out because “it offers a luxurious experience using only the finest ingredients which not many brands can match that level of quality.”
Sheba recently announced Bollywood actor Sharvari as its brand ambassador and also rolled out a campaign for the same. Huda believes that Sharvari is sophisticated and aligns well with the premium nature of Sheba and being a pet parent herself, the brand announced a partnership with her.
According to Natalia Ball, Global Chief Growth Officer, Mars Pet Nutrition, Sheba has also become a household name in countries like Germany, the UK, and the US. “The brand is making significant strides in emerging markets such as India and Brazil, where the demand for high-quality pet nutrition is on the rise,” she noted.
For the campaign, All They Want Is Sheba, the brand has also involved influencer as a key part. Huda said, “Throughout the year, we will collaborate with influencers across our brands. For Sheba, Sharvari leads the campaign as our brand ambassador, but we also engage with other influencers to amplify our message.”
From a global perspective, Ball also added that influencers play a crucial role in educating pet parents worldwide. She said that around 50% of pet parents live in regions where paid advertising is not easily accessible, making influencer partnerships essential for spreading awareness authentically.
“We collaborate with influencers who genuinely believe in our brand’s promise and are committed to educating consumers. These partnerships help us reach first-time pet parents who are eager for guidance,” explained Ball.
As India’s pet food industry experiences rapid growth, Mars Petcare is strengthening its presence in the country through diverse distribution channels and pet-friendly initiatives. Huda said that India’s petcare market is poised to reach $800 million by 2028. The company is focussing on traditional specialist stores, quick commerce, and online marketplaces to ensure accessibility and convenience for pet parents.
Beyond distribution, Mars Petcare is also exploring ways to enhance pet-friendly experiences in India. With more pet parents travelling with their animals, the company is considering partnerships that could make journeys more comfortable.
“Mars has an initiative called Better Cities for Pets, which partners with various organisations to enhance pet-friendly experiences. This includes travel-related initiatives, dining spaces, and overall pet care enhancements. We continuously explore opportunities to improve pet-friendly environments,” Huda stated.
Looking ahead, Mars Petcare has ambitious plans for India and beyond, with innovation at the forefront of its strategy. “We plan to expand our portfolio in India and continue focussing on the evolving needs of new pet parents. Innovation will be at the core, addressing both the challenges and pleasures of pet parenting,” conveyed Ball.
