In conversation with Chirag Aga, Head of Marketing, Godrej Pet Care (GPC), he delves into Godrej’s purpose behind stepping into the Pet Market, initiating the venture with Tamil Nadu, their strengths and resources that will help the market, and more.
Question- What the vision behind Godrej Consumer Products entering the pet care market?
The vision for entering the pet care market is rooted in a deep, long-term commitment from the Godrej Industries Group to build a world-class business in this exciting and high-growth category. With pet ownership on the rise and a growing awareness among pet parents about the importance of scientifically balanced nutrition, we saw a strong opportunity to bring differentiated, high-quality products to Indian homes. By combining Godrej Agrovet’s legacy in animal nutrition with the brand strength and marketing excellence of Godrej Consumer Products, we aim to disrupt the market and set new standards in pet care. Our first brand, Godrej Ninja, is a step towards delivering scientifically formulated nutrition that supports gut health and immunity, making a meaningful difference in the lives of pets and their families.
Question- Why did you choose to launch Godrej Ninja first in Tamil Nadu?
Tamil Nadu is a very important state for Godrej’s Consumer business and one of the fastest-growing pet care markets in India, with 2–3 million households with pet parents. It is a great test market with a well-developed ecosystem of vets, specialty retailers, and emerging pet-friendly infrastructure like parks and cafes. Tamil Nadu contributes significantly to the Godrej Consumer’s business and has been the Launchpad for many of our innovations such as Fab, Cinthol Foam Body Wash, and Godrej Shampoo Hair Colour. It is also home to our mega-factory in Chengalpattu, near Chennai. Launching Godrej Ninja here allows us to build on that strong presence, respond to evolving consumer needs, and set the stage for nationwide expansion.
Question- Is Godrej going to be a powerhouse of affordable pet food or do you have a plan to enter in all other segments?
With Godrej Ninja, our immediate focus is to offer scientifically formulated, high-quality dog food at an accessible price point. We believe there is a large unmet need in India for complete and balanced nutrition that supports gut health and immunity, especially in the affordable segment. Godrej Pet Care has been established with a long-term vision. We are investing ₹500 crore over the next five years and intend to build a world-class pet care business. Over the next 3–5 years, the goal is to scale responsibly, expand our portfolio, and lead the conversation around pet health and wellness in India.
Question- With Godrej’s FMCG penetration, is your strategy going to revolve around making pet food available in kirana and modern trade?
At Godrej, we are deeply consumer-obsessed. For us, everything starts with understanding where the consumer is going, what they want, how they shop, and where they expect to find the brands they trust. Our belief is simple: wherever consumer demand flows, we will be right there, ensuring our brands are accessible, relevant, and impactful.
Today, a significant portion of the pet food category continues to be anchored in the Specialty Pet Trade (SPT). While this channel may be relatively small in terms of footprint, it commands a large share of consumer preference and category value. That is why, at this stage, our focus is on winning in the pet specialty space : building strong partnerships, delivering superior products, and becoming a brand of choice for pet parents shopping through this channel.
As the pet food category evolves and demand begins to spread across a wider range of retail formats, we will continue to stay close to the consumer and the market. Our approach is not one-size-fits-all. It is dynamic and responsive. As shopping behaviour changes and new channels gain relevance, we will expand our presence accordingly, ensuring we are wherever the consumer needs us to be
Question- Two subjects that we often discuss in pet industry forum are to increase calorie conversion and awareness among pet parents. What is Godrej’s take on this?
At Godrej, we understand that one of the critical challenges in the pet care industry is increasing calorie conversion and educating pet parents. Currently, India’s pet care category is valued at around ₹6,000 crore, with pet food accounting for ₹5,000 crore. However, the calorie conversion rate is only around 4-5%, which means while 15% of pet owners feed their pets packaged food, it’s only given around 30% of the time. This highlights a massive opportunity for growth. When compared to countries like China and the USA, the potential for both an increase in the number of pets and calorie conversion is enormous. For instance, in China, 20% of households own pets, with a calorie conversion rate of 25%, whereas in the US, this is significantly higher. With the growing awareness around pet health and wellness, we believe that initiatives like Godrej Ninja, with its scientifically designed food that supports gut health and immunity, will play a key role in educating pet parents and driving higher calorie conversion in India.