The Growel Group, known for its extensive presence in aquaculture feeds and seafood processing, has made its entrance to the growing Indian pet food market with the brand ‘Carniwel.’ Established back in 1994, the company is now setting its sails toward the rapidly enlarging pet nutrition sector, tapping directly onto the impressive scale of the industry currently valued at Rs 8,000 crore and projected to leap toward the billion-dollar mark shortly.
The increase of pet ownership during and after the COVID-19 pandemic has turned India’s pet-care scene on its head. Pet owners have grown more discerning, consciously seeking out high-quality nutrition for their furry companions, which has bolstered demand for premium pet food products. With this shift firmly on their radar, Growel Group is positioning Carniwel to deliver high-quality nutrition at affordable prices, catering to the growing needs of discerning pet owners.
Carniwel’s unique offering encompasses not only meat-based products but also introduces several vegetarian options aimed at catering to the approximately 30% of Indian pet owners who assert vegetarian diets. According to J.S. Rama Krishna, the Business Head for Growel Pet Nutrition, "We’re committed to making pet nutrition accessible and affordable without compromising on quality. Pets are like family, and we want to support pet parents in giving them the best care possible.” The brand is determined to create its niche without relying on celebrity endorsements, banking instead on word-of-mouth marketing enabled by the quality of its products.
One of the most remarkable aspects of Carniwel is its wide variety of vegetarian pet food, marking it as unique within the Indian market. Krishna elaborated on this, stating, "Recognising the dietary preferences of Indian households, we have introduced an extensive range of vegetarian pet food made with high-quality, nutritious ingredients.” It highlights the growing awareness of dietary preferences among Indian consumers, presenting pet food options made from nutritious grains and vegetables.
Pricing is also strategically considered. Carniwel is categorized as premium yet priced to reach a significantly broader audience. While many premium pet food brands are priced around Rs 700 or more per kilogram, Carniwel aims to offer similar quality at lower rates, encouraging pet owners to switch. Krishna’s sentiment isn’t just about affordability; it’s about establishing accessible quality: “Our goal is simple: You don’t need to spend Rs 800 for premium pet food. Try our product at a lower price point, and if you like it, it’s a win.”
M.S.R. Karthik, part of the Growel Group’s Promoter Group, supports this endeavor with insights from the market. Drawing parallels with the soap industry, where body wash began to replace bar soap, Karthik emphasized the growth potential of the pet food market, stating, “The pet food market is growing rapidly, and there’s room for everyone. If your product is good, the market will reward you.” This perspective reflects the surging demand resulting from pet ownership during the pandemic, where many families adopted pets, creating higher demand for top-notch pet products.
The Growel Group is adopting quite the multifaceted strategy for distributing Carniwel. Plans are set to start with specialty pet shops and evolve over time to include modern retail formats. Importantly, they have recognized the importance of online sales. Their products have already been made available on giant platforms such as Amazon, PetTree, and SuperTails, with intentions to expand access through quick commerce services. Krishna noted their commitment to enhancing their online presence and attracting dedicated personnel to spearhead the e-commerce division.
"We’re beefing up our online presence by recruiting a dedicated head for the e-commerce division. Our plan is to start strong in one market, build a playbook, and then scale up," Krishna expressed, showcasing the brand's ambitions to quickly grow its footprint.
Considering the specific dynamics of the Indian retail market, Growel is attuned to the nuances of various regions, particularly those where certain communities prefer vegetarian goods over meat products—mostly seen within Gujarati-owned supermarkets—creating niches for Carniwel's vegetarian offerings.
Instead of relying primarily on celebrity endorsements to promote the brand, Growel Group is turning its focus toward influencers. They are engaging pet parents who naturally connect with their audience, providing genuine recommendations based on personal experiences. "While celebrities offer perceived leverage, influencers can be more effective because they speak directly to niche audiences. We’re making influencers our partners and what they bring to the table is more relatable," noted Krishna. This influencer-centric approach will be bolstered with targeted digital marketing campaigns like Meta performance marketing, programmatic advertising, and ads on YouTube and Meta platforms.
To maximize penetration of the market, Growel Group plans to roll out substantial product sampling initiatives, showing commitment to fostering brand awareness. They project distributing between 1 to 2 million sample packs, emphasizing the need for potential customers to experiment with their products—50-gram samples for dogs and 30-gram for cats. Krishna highlighted this approach, stating, "Sampling is key to getting pet parents to try our product. It’s about building trust and demonstrating the quality of our offerings." The combination of outreach techniques aims to create familiarity and reliability for the brand among consumers.
What sets Carniwel apart is its commitment to using fresh ingredients, something many pet food brands overlook. With practical experience from the aquaculture sector, Growel Group plans to include fresh meat, shrimp, fish, and krill, particularly within its cat food product line. This fresh ingredient strategy is grounded firmly on health benefits, pushing not only for upscale nutrition but also improving overall pet well-being.
Through its diversified offerings and unique strategies, the Growel Group seems poised to carve out significant market share within India's pet food industry. With its strategic mix of high-quality vegetarian and traditional options, affordability, and multifaceted distribution approach, Carniwel looks to appeal to the growing population of pet owners eagerly seeking optimal nutrition for their furry family members. Amid this vibrant response to the changing pet care dynamics, one can sense the confidence within Growel Group to establish its footprint firmly within this new avenue of business.
