Wipro to enter pet food market with new brand ‘HappyFur’
The Bengaluru-based company is expected to launch its pet food products in the next 6-12 months, sources said. Department of Trade and Industry records show that the company received approval for the “HappyFur” trademark on July 7 this year.
Wipro did not immediately respond to an email seeking comment.
According to a report by IMARC Group, the move signals a deeper push by major Indian conglomerates into the fast-growing pet food category; A $2.4 billion market is expanding at over 15% annually as urban pet ownership increases. The entry of heavyweights like Reliance Consumer Products, which launched its budget-focused Waggies brand this month, shows how the segment is shifting from a niche, import-focused space to a broader consumer battleground.
Global major brands such as Mars (Pedigree, Whiskas) and Royal Canin currently dominate, but domestic brands such as Drools, Wag & Love, Heads Up For Tails and Himalaya are steadily gaining share.
“The entry of the big boys changes everything. In an FMCG category like pet food, distribution is king and companies like Reliance and Wipro have reach and brand power that startups cannot match,” said Arvind Singhal, chairman and MD of The Knowledge Company, a consumer-focused strategy consulting firm.
Strategic betting
Wipro’s entry under its own brand follows its initial investment in the segment earlier this year. In June, venture capital arm Wipro Consumer Care Ventures made a $1 million pre-Series A investment in Delhi-based digital-first pet nutrition brand Goofy Tails. The investment limited the distribution of Fund I and occurred prior to the launch of a fund. ₹250 crore second fund.
The deal will serve as a market test that will allow Wipro to assess early consumer behavior, product gaps and growth potential of the category before embarking on a full-scale launch of its own brand, according to one of the three people who spoke. Mint.
“We are delighted to partner with Goofy Tails, which is passionately addressing key gaps in India’s pet food market,” said Sumit Keshan, managing partner of Wipro Consumer Care Ventures, while announcing the deal. “As pets increasingly become family, the demand for high-quality, nutritious and innovative pet food products is increasing.”
Opponent moves
Earlier this month, Reliance launched its pet food brand Waggies, starting with dog food. The company says Waggies will deliver “global quality at affordable prices” ₹199 per kg – around 20-50% cheaper than global competitors.
But two out of three Mint He said Reliance’s launch of Waggies was delayed by nearly two months, although the reasons were unclear. The company is relying on third-party manufacturers and will start with a partner from Chennai, these people said. It also plans to eventually sell cat food as part of a phase 2 expansion into the pet food category.
Reliance Consumer did not respond to an email seeking comment.
Reliance’s approach mirrors its earlier playbooks with Jio in telecom and Campa in soft drinks; It’s disrupting pricing rather than dealing with premium incumbents like Mars or Nestlé Purina.
The company is targeting the 90% of pet-owning households in India that feed pets home-cooked meals and hopes to convert this unorganized segment into branded consumers, one person said.
The company plans to scale in southern India first before expanding north, two of the three people said.
market momentum
Wipro and Reliance’s moves coincide with global and local players sharpening their focus on India’s pet care space.
In May, Nestlé SA acquired a minority stake in Chhattisgarh-based Drools Pet Food Pvt. Ltd is now valued at over $1 billion, up from $600 million two years ago. Mint reported. The global food giant, which sells pet food under the Purina brand, sees India as one of the fastest-growing pet care markets.
“India is a megamarket in the making,” said Hubert Wieser, CEO of Nestlé Purina Petcare for Asia, Oceania and Africa. Mint earlier. “The US is the biggest, followed by China, and India will one day be in the top three.”
India’s broader pet market is also undergoing structural change. According to estimates shared by Euromonitor MintIndia’s pet care market is expected to grow 12.4% this year to reach $884.4 million. This figure is expected to grow from $680.3 million in 2024 to $769.7 million in 2025 for the pet food segment alone.
