Barking Up The Right Tree: Mars Petcare's Investment And Innovation

In an exclusive conversation with BW Businessworld, Salil Murthy, Managing Director of Mars Petcare India, analyses the growth of India's pet care sector. From the shift towards responsible pet parenting to the surge in premium pet care services, Murthy highlights Mars Petcare's commitment to elevating pet food standards and addressing critical issues like pet homelessness. Excerpts:

Shaping the Transition: From Unorganised to Organised 

Mars Petcare has been instrumental in shaping India's pet care sector. From witnessing the transition from pet ownership to pet parenting to addressing the profound cultural shift towards understanding pets' nutritional needs and well-being, we have remained at the forefront of innovation. The pandemic accelerated industry growth, driving a surge in pet adoption and a heightened focus on premium pet care services and products. At Mars Petcare, our mission is to set a global standard for pet food in India while tackling critical issues such as pet homelessness through initiatives like the State of Pet Homelessness project. Our diverse portfolio is meticulously crafted to meet the unique nutritional requirements of pets, ensuring their health and vitality.

Contributions to Industry Growth

Mars Petcare India's journey began two decades ago with Pedigree's introduction, marking our commitment to pets' health nationwide. Beyond market dominance, we strive for holistic industry growth through innovation, sustainability, and community-building. Our approach, from manufacturing excellence to advocating for safe pet food standards and adoption, reflects our dedication to responsible pet ownership. With a broad presence across local stores and online platforms, we offer a range of products tailored to pets' life stages and nutritional needs, prioritising their health and well-being.

Impact of Investments

Our significant investments in the Indian market, including the expansion of our manufacturing facility in Telangana, underscore our commitment to this rapidly growing sector. These investments not only aim to meet the rising demand for quality pet food but also contribute to local economic development and job creation. Our investment strategy is a testament to our belief in the Indian pet care market's potential and our commitment to contributing positively to the industry and community. Our investments also support the continuous development of our nutritionally rich product range, tailored to meet the diverse needs of pets.

Catering to Changing Mindsets & Pioneering Innovation

As consumer attitudes shift towards viewing pets as family members, particularly among Gen Z, influenced by social media and growing animal welfare awareness, Mars Petcare is at the forefront of nurturing responsible pet parenting culture. Through educational campaigns and influencer collaborations, we emphasise optimal nutrition and care. Meanwhile, our commitment to innovation shines through our diverse product range, from Pedigree Pro to a variety of treats, tailored to meet pets' evolving needs. Our portfolio, spanning from Pegidree to Whiskas, ensures we cater to diverse preferences. Recent innovations, such as the enhanced Pedigree Dry range, speaks about our dedication to pets' health and well-being through cutting-edge nutrition and research-backed products.

Future Outlook

Looking forward, we are optimistic about the continued growth of the pet care industry, driven by increasing disposable incomes, changing family structures, and a deeper appreciation for pets as companions. Our focus remains on providing tailored nutrition and innovative solutions to meet the evolving needs of pets and pet parents. As the industry grows, we also anticipate a greater focus on addressing challenges like pet homelessness and the establishment of mandatory pet food standards, areas where Mars Petcare is committed to making a significant impact. The core of our future strategy includes further refining our nutritionally tailored portfolio to enhance the health and well-being of pets globally.