The Indian pet care industry is at an inflection point. With rising disposable incomes, evolving consumer mindsets, and growing pet humanization, the market is increasingly attracting the attention of International brands.However, entering and succeeding in India is not solely about shipping products. It is about long-term thinking, meaningful partnerships, and deep cultural understanding.
In a webinar series- India Story, Why It Matters with India International Pet Trade Fair, two experienced stakeholders—Anand Pittie, Director, ABK Imports Pvt Ltd., and Varun Sharma, Director of GNV Commodities. They have spent years shaping the Indian pet landscape. In a webinar on Establishing International Brands in India: Know Your Success Mantra, they shared insights on what it takes to establish and grow both international and local pet brands in the country.
India: A Market of Potential, Not Instant Gratification
One of the most powerful takeaways from the discussion is the emphasis on patience.
“You’re asking someone to trust you with their pet’s life. That takes time. It’s not a container in, sales out, and disappear model.” Varun Sharma
Both speakers attest to the idea that while international brands often enter India with the advantage of global recognition owing to Instagram, websites, and consumer travel, that’s only a starting point. Building actual consumer trust and market presence requires sustained effort, time, and resources.
Brands that lack the patience to stay the course often struggle or exit early. “Brand awareness doesn’t happen overnight. It happens over decades.The biggest disadvantage for international brands is the impatience at the top and when leadership changes or pulls the plug, everyone suffers, including pets.” Anand Pittie
The Role of the Indian Importer: More Than Just a Distributor
A recurring theme was the importance of the Indian importer, not merely as a logistics partner, but as a strategic arm of the global brand.
We are like the Roman Empire’s outposts. We are holding the fort in a geography that’s very different, and we need the brand’s backup, its marketing, its faith, its involvement.” Varun Sharma
Importers want support in tailoring global brand strategies to the Indian context, whether that’s price structuring, GTM (go-to-market) planning, or logistics. Yet many brands still follow a legacy “dump and disappear” model, shipping products without investing in local storytelling or community building.
That, both speakers argue, is a recipe for failure.
India’s Evolving Appeal to Global Brands
There’s been a notable shift in perception: earlier, Indian companies had to convince foreign brands that India was worth entering. Today, embassies and trade bodies routinely approach Indian players on behalf of global brands.
“Now, not a week goes by without someone from a commercial attaché connecting us with a brand that wants to explore India. This clearly reflects India’s emergence as a strategic growth market for pet care products, services, and innovations.” Varun Sharma
Localization: The Non-Negotiable Strategy
While global branding may open doors, winning in India requires serious localization. This includes everything from product formats and pricing to supply chain re-engineering.
“Brands need to look at shorter transit times and sourcing closer to India, from countries like Thailand, Vietnam, or the Middle East. Intercontinental supply chains can’t keep up with India’s fast-moving retail cycles.” Anand Pittie
Even consumer engagement needs to be deeply local. The GTM strategy that works in Europe or the U.S. might fail in India. Even among developing countries, India behaves very differently. One size does not fit all.
Homegrown vs Global: There’s Room for All
The conversation steered clear of pitting local brands against international ones. In fact, both speakers stressed that India’s market is large and varied enough to support both, as long as quality and intent are strong.
“This isn’t India versus global. It’s India plus global. There’s space for everyone if they are patient, committed, and focused on quality.” Varun Sharma
A Rapidly Changing Distribution Landscape
With the rise of e-commerce, quick commerce, and omni-channel models, traditional retail alone cannot carry a brand today. A robust GTM strategy must encompass multiple touch points—from offline stores to marketplaces to social commerce.
“Omni-channel selling is the future. That means your brand has to be present everywhere your consumer is and that requires coordination, consistency, and clarity.” Anand Pittie
A Relationship, Not Just a Market
If there’s one lasting thought to take away, it’s this: building a pet brand in India is not a quick-win opportunity—it’s a long-term journey. Success here demands more than strategy; it requires genuine commitment. This is a relationship you build—not just with the market, but with partners, pet parents, and the pets themselves. And like any meaningful relationship, it flourishes with time, care, and unwavering patience.
Those who stay the course, listen deeply, and evolve with the community will find not just business success—but the trust and loyalty that truly sustain a brand. Because in the world of pets, heart matters just as much as hustle.