Wipro Consumer Care and Lighting has launched its dedicated dog-food brand Snuggles, positioning it at a premium ₹530 per kg as the company joins a growing list of FMCG companies entering India's pet food market. According to reports from Business Standard, the Bengaluru-based company will initially launch in Hyderabad, where pet penetration exceeds 20%, more than double the national average of 8-10%. The company estimates India's pet food market at about ₹5,500 crore and expects it to grow 10-12% annually over the next five years. Anil Chugh, president of the foods business and chief operating officer of new business at Wipro Consumer Care and Lighting, noted that the category grew at 16-18% during Covid and still has potential to grow at 10-12% over the next five years. Following its debut today, Snuggles will expand in a phased manner as Wipro builds a long-term presence in India's rapidly growing pet food market.
India's pet population expanded from 28.4 million to 39.2 million between 2020 and 2025, growing at a 6.6% annual rate, according to Euromonitor. The market is projected to grow another 5.7% annually to 51.8 million pets by 2030. Dogs accounted for the bulk of the population at 33.4 million in 2025, while cats numbered about 4.5 million. The number of dog-owning households also rose from 20.7 million in 2020 to 25.5 million in 2025. Chugh highlighted that 67% of pet parents are first-time pet owners, creating significant market transformation opportunities. Currently, only 7% of pet parents are using packaged pet food, indicating substantial room for category growth.
The entry comes as large FMCG companies move deeper into a market historically dominated by global players such as Mars and Nestle. Godrej Consumer Products entered the segment in April 2025 with Godrej Ninja, pricing adult-dog food at ₹239 per kg and puppy food at ₹259 per kg, while targeting a ₹500 crore business within three years. Reliance Consumer Products followed in November 2025 with its value-focused Waggies brand, starting at ₹199-249 per kg. Snuggles combines kibble with freeze-dried chicken chunks made from human-grade ingredients and includes prebiotics and postbiotics, with the company spending 18-24 months developing the product through trials with more than 500 pets. The initial portfolio comprises three life-stage and breed-specific variants: Puppy All Breeds, Adult Small Breed and Adult Medium & Large Breed. The range delivers multiple nutritional benefits, including premium protein for muscle development, DHA and Vitamin A for brain and eye development, prebiotics and postbiotics to support healthy digestion, and Omega 3 & 6 along with salmon oil for healthy skin and a glossy coat. The formulation has developed with the support of a team of qualified veterinarians, with products undergoing extensive evaluation across world-class innovation facilities and diverse Indian geographies to ensure nutrition, palatability and quality.
According to Anil Chugh, president of the foods business and chief operating officer of new business at Wipro Consumer Care and Lighting, the company is focused on urban markets rather than south India alone. He noted that about 70% of the market is concentrated in the top 30-35 cities, including Hyderabad, Bengaluru, Delhi-NCR and Mumbai. The company will focus heavily on specialist channels such as veterinary clinics and pet shops, which account for about 60% of India's pet food sales, with existing Wipro distributors already servicing veterinary channels through 30 distribution points in India. The premium range will be available across specialty pet retail stores, veterinary clinics, modern trade, e-commerce and quick commerce platforms, leveraging Wipro's extensive distribution network to significantly expand access to premium pet nutrition across India.
Wipro will initially outsource manufacturing to global partners and import key ingredients due to a lack of mature domestic suppliers that meet its standards. The company plans to set up its own manufacturing facility as the brand scales. Snuggles will be available in 1 kg, 3 kg, 5 kg and 10 kg packs, with the company marketing it as high-quality nutrition at an accessible price point. Despite higher input costs associated with imports, Chugh said the economics can support the brand for the next 5-10 years, with the company aiming to be in the top 3 brands in the market. As reported by Business Standard, the company believes this winning proposition combines innovation with the right price point where consumers see value. The premium range will be starting at ₹530 per kg, delivering best-in-class nutrition at exceptional value, with the company's ambition to make Snuggles the most loved pet food brand in India.
