Hyderabad-based Growel Group, a prominent player in aquaculture feeds and seafood processing since 1994, has announced its strategic foray into the pet food industry with the launch of two new brands: Fullr and DatGud.
Fullr treats, crafted using cold-pressed technology, incorporate superfood ingredients such as flaxseeds, blueberries, spinach, salmon, spirulina, chamomile, turmeric, ginger, and grape seed. DatGud offers a variety of biscuits in flavors including smokey barbeque, smokey lamb, chicken, and egg.
With over three decades of industry expertise, Growel Group’s entry into the pet food market marks a significant milestone. Boasting an annual revenue surpassing ₹2000 crores (US$267 million), Growel Group has established a vast distribution network, covering over 173 districts across 26 states in India, and exports to 20 countries, thereby reinforcing its global footprint.
The Indian pet food market is projected to exceed $1 billion by 2027, according to Growel Group. The treats segment, in particular, is expected to drive this growth, escalating from the current ₹650 crores to approximately ₹1900 – ₹2000 crores by 2027. The post-COVID era has seen a rise in the number of pet owners identifying as pet parents, further propelling market expansion.
“It’s anticipated that by 2027, dog treats will comprise about 35% of this market, highlighting their importance in catering to the needs and preferences of pet owners,” stated M.S.R Karthik, promoter group member of Growel. “We will continue to broaden our portfolio with the launch of our pet food range in the coming months, thereby strengthening our influence and presence in the pet food sector.”
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