Robert Menzies, CEO, Godrej Pet Care, at the launch of `Godrej Ninja’ , a pet care brand on Monday
| Photo Credit:
BIJOY GHOSH
Godrej has forayed into the ₹6,000-crore pet care market. Ahead of National Pet Day (April 11), Godrej Pet Care (GPC), a subsidiary of Godrej Consumer Products Ltd, launched a new brand Godrej Ninja on Monday.
Designed to enhance gut health and immunity of pets, it will compete with some of the established brands such as Pedigree and Drools.
₹500 crore investment
The company has committed an investment of ₹500 crore in the venture in the next five years. This includes a manufacturing plant at Nashik to manufacture around 30,000 tonnes of pet foods annually, said GPC’s CEO Robert Menzies. “We expect revenue of around ₹500 crore in the next five years from pet care business,” he told newspersons.
Pet care market is a sunrise category and is estimated at ₹6,000 crore, of which ₹5,000 crore is said to be pet food. The pet care category has the potential of strong double-digit growth over the next few decades, Menzies told newspersons. There is lots of potential to grow with nearly 30 million pets growing in high single digits, he added.
Despite rising pet ownership in India, penetration of packaged pet food remains low. Currently, around 10 per cent of Indians own a pet, and among them, just 10 per cent feed packaged food, that too only 40 per cent of the time.
On selecting Tamil Nadu for the all-India launch, Menzies said the State has 2-3 million pet parent households and has a well-developed ecosystem of vets, specialty retailers and emerging infrastructure like pet-friendly cafes.
Bullish on TN market
Tamil Nadu is also an important market for the parent Godrej Consumer Products Ltd with a stronghold for brands like Cinthol and Goodknight. The group recently inaugurated its mega factory in Chengalpattu district and many of the group’s innovations, including Fab liquid detergent, Cinthol foam, body wash and shampoo hair colour were born in the State.
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Godrej Ninja is available for both puppies and adult dogs in three convenient pack sizes. For adult pet dogs, the pack options are 100 g for ₹20, 1 kg for ₹239, and 3 kg for ₹610. For puppies, the available sizes are 100 g for ₹20, 1 kg for ₹259, and 3 kg for ₹640, a release from GPC says.
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Published on April 7, 2025
