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Scientifically formulated dog food designed to
support gut health and immunity
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Developed specifically for pet dogs and enriched
with Probiotics, Prebiotics and Polyphenols
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Expansion strengthens Godrej Pet Care's presence
across key Southern India markets
Mumbai : Godrej Pet Care (GPC), a subsidiary of Godrej Consumer Products Ltd. (GCPL), has forayed in four Southern states with the launch of Godrej Ninja, a pet care brand offering scientifically formulated pet food for dogs designed to enhance gut health and immunity. Building on the encouraging market response in Tamil Nadu, the brand is now available in Kerala, Karnataka, Andhra Pradesh, and Telangana, making high-quality, gut-health-focused nutrition accessible to a wider community of pet parents across the region. This expansion marks a significant step in the company's ambition to build a pan-India presence in the rapidly growing pet care segment.
Pet care is an emerging sunrise category for Godrej
Consumer Products. The market is estimated at ₹6,000 crore, of which ₹5000
crore is estimated to be pet food. The pet care category has the potential of
strong double-digit growth over the next few decades. Despite rising pet
ownership in India, penetration of packaged pet food remains low. Currently,
~10% of Indians own a pet, and among them, just ~10% feed packaged food, that
too only 40% of the time. Calorie conversion in India is just 5%. China, which was
remarkably like India 15 years ago, has close to 20% pet ownership with a
calorie conversion of 25%.
South India represents an estimated
₹1,800–2,000 crore of India's pet food market. Within the region, Karnataka is
the largest pet food market, followed by Andhra Pradesh & Telangana, Tamil
Nadu, and Kerala. In terms of contribution to national pet food sales,
Karnataka accounts for the highest share (15%), followed by Andhra Pradesh
& Telangana (8%), Tamil Nadu (8%), and Kerala (5%).
Formed in 2024, Godrej Pet Care combines the animal nutrition expertise of Godrej Agrovet with the brand-building and distribution strengths of Godrej Consumer Products. Backed by a dedicated R&D centre and the Nadir Godrej Centre for Animal Research & Development, the company is focused on building a science-led, trusted pet care portfolio for Indian consumers.
Speaking on
the launch, Nitin Jain, Chief Operating Officer, Godrej Pet
Care, said, “South India is a key growth market for India's pet care
industry and presents a significant opportunity for long-term category
development. Godrej Pet Care is democratising the pet food category by offering
great quality product at an affordable price-point than those available in the
market. The encouraging response to Godrej Ninja in Tamil Nadu has validated
the growing demand for science-led nutrition among pet parents. With a ₹500
crore investment in pet care over the next few years, we are aiming for rapid
expansion in Southern India by making high-quality pet food nutrition
accessible to a larger community of pet parents.”
Nitin Jain, further
added, “Kerala is the fourth-largest pet food market in South India, but a
highly quality-conscious one, where trust matters more than price. Kochi and
Thiruvananthapuram are the primary consumption centres for premium, branded pet
food. Godrej Pet Care is entering Kerala with science-led product that bring
trusted, high-quality nutrition to the state's discerning pet parents."
Made and
tested in India, Ninja has been developed at the Nadir Godrej Centre for Animal
Research & Development and is specifically designed to meet the nutritional
needs of pet dogs.
Dr. Ashok Pattanaik, Head, Research &
Development, Godrej Pet Care (GPC) and former
Principal Scientist at Indian Veterinary Research Institute, emphasized, “As
humans, we instinctively balance our diets for immunity — curd for probiotics, cereals
for energy, and chicken or fish for protein. Pet dogs need something equally
complete. Many pet parents express love through home-cooked meals, but these
often lack essential nutrients, leading to deficiencies and imbalances, and
many a times, poor health or even illnesses. With nearly 70% of a dog's immune
system residing in the gut, poor nutrition directly weakens immunity.
Gastrointestinal issues account for nearly 30% of vet visits — a clear signal
that scientifically formulated food with the right immuno-nutrients is not a
luxury, but a necessity. Ninja, therefore, is designed to improve digestive
health and immunity of dogs through a scientifically formulated 3P blend of
Probiotics, Prebiotics and Polyphenols, along with 37 balanced nutrients targeted
to optimize the health and overall wellbeing.”
Godrej Ninja
is available for puppies and adult dogs. Adult variants are priced at ₹20
(100g), ₹199 (1kg), and ₹499 (3kg), while puppy variants are priced at ₹20
(100g), ₹219 (1kg), and ₹549 (3kg).