Wipro Consumer Care & Lighting (WCCL) is preparing to expand into the pet-food category with a new brand reportedly named HappyFur. The company is expected to introduce the range within the next few quarters, marking its first direct move into pet nutrition.
The decision aligns with the wider growth of India’s pet-care industry, which has seen steady increases in pet ownership and rising demand for packaged nutrition across metros and non-metro markets. With its established distribution network across India, WCCL is positioned to enter the category with scale from the outset.
This development follows Wipro Consumer Care Ventures’ earlier investment in a D2C pet-food startup, a move that gave the company access to consumer insights in the segment. The upcoming portfolio is likely to reflect learnings from that investment, focusing on nutrition, quality, and affordability.
WCCL has a history of expanding into adjacent categories; the company has grown from a mid-sized personal care business to a multi-segment FMCG player with revenues exceeding ₹10,000 crore. Its entry into pet food is viewed as a strategic extension into a high-potential category rather than an experimental diversification.
As the pet-care market continues to formalize, Wipro’s participation may increase competitive intensity and improve the availability of locally manufactured, branded pet-nutrition options. The launch timeline, price positioning, and product specifications are expected to become clearer closer to rollout.