From feeding strays to feeding a billion-dollar ambition—Drools’ journey is a tale of grit, growth, and a global giant’s nod
When Nestlé S.A., the global food and beverage giant, announced just yesterday that it was acquiring a minority stake in Drools Pet Food Private Limited, the news sent ripples across India’s fast-growing pet care industry. With this deal, Drools entered the coveted unicorn club with a $1 billion valuation—becoming the first Indian pet care brand to achieve this milestone. But beyond the valuation, Nestlé’s move underscores a bigger shift: India is now firmly on the global pet care map.
But this is more than just a corporate deal. It’s a loud and clear signal that global giants now recognize India as a critical frontier in the $320 billion global pet care landscape. And with good reason.
India’s Pet Care Market: From Cute to Crucial
Once considered a niche segment reserved for elite urban homes, India’s pet care market is undergoing a transformation akin to what the FMCG sector witnessed in the 90s. Valued at $3.6 billion in 2024, the market is expected to nearly double to $7 billion by 2028, according to Consultancy.in. This meteoric rise is being driven by:
- Rising pet ownership across urban and semi-urban India
- Millennial and Gen Z households treating pets as family
- A shift towards premium, health-focused products
- Growth in D2C and omnichannel distribution
- Entry of organized retail and global players
Pet Food Is Leading the Pack
At the heart of this boom is pet food, which now accounts for nearly 70% of the pet care market. Analysts estimate that this segment will grow from $1.01 billion in 2025 to $2.2 billion by 2030, at a CAGR of 16.74%, according to Mordor Intelligence. The momentum is unmistakable:
- Increasing awareness around nutritional science for pets
- Shift from homemade food to packaged kibble and wet food
- Expansion of Tier 2 and Tier 3 markets where affordability is key
- Availability of specialized diets—breed-specific, age-specific, and condition-specific foods
New Growth Arenas: Beyond Kibble and Collars
The Indian pet care market is now diversifying beyond basic food and grooming. Services are emerging as a high-growth category. By 2025, pet services (boarding, grooming, vet care) are expected to generate $500 million, as per Dogster.
Key trends include:
- Tech-powered pet parenting: Apps and platforms offering online vet consultations, AI-based diet plans, and vaccination trackers
- Pet hotels and spas in metros, with luxury amenities for boarding
- Pet insurance offerings from insurers like Bajaj Allianz and Pawtect
- Boutique pet stores offering curated food and lifestyle products
- Pet cafes and community experiences in cities like Bengaluru, Pune, and Delhi
Why India is on Every Global Pet Care Giant’s Radar
India’s attraction isn’t just about size—it’s about timing and demographic depth. With an estimated 100 million pets by 2025 and over 30 million in urban homes, the country is still in the early innings of the pet economy. India Briefing notes that pet adoption is growing 13–15% annually.
Moreover, unlike Western markets, India’s pet care is still under-penetrated—meaning the runway for innovation and growth is immense. The success of companies like Drools and Heads Up For Tails shows how local players can tap into uniquely Indian demands while meeting global standards.
What Lies Ahead: A $10 Billion Opportunity?
While the current projections stop at $7 billion by 2028, insiders believe India’s pet care market could be a $10 billion industry by 2030 if trends continue. Key growth accelerators include:
- Private label expansion by modern trade retailers
- Cross-border partnerships and M&As
- Rural and Tier 3 market penetration through mobile clinics and micro-packs
- Government recognition and regulation for pet welfare and veterinary care
- Integration of wellness, tech, and sustainability into pet products
Final Bark: India’s Pet Care Moment Is Now
Nestlé’s investment in Drools isn’t just a validation of one brand—it’s a ringing endorsement of India’s pet care potential. As global heavyweights and homegrown innovators converge, the market is poised to explode into a high-value, high-emotion sector that reshapes how Indian consumers think about pets.
In a world that increasingly seeks comfort, companionship, and care, the Indian pet care revolution might just be getting started.
