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family at the center of which pets are back in 2014 in WSAVA, Gurgaon. Vet is also very well being used in our
an integral part. Providing balanced Pro is the only prescription diet in industry. Factors like awareness

nutrition for pets at right price point India which is available only through about benefits of owning a pet, high
is our primary objective so that the veterinarians. disposable income, humanization
calorie conversion can be increased of pets and pets becoming a part
and pet food penetration increase in HOW HAS MARKETING AND of every family are going to drive
India. Drools product portfolio can be COMMUNICATION CHANGED this category to new levels. Coming
checked at www.drools.com. OVER TIME? WHAT HAVE years are going to be more exciting
BEEN THE LEARNINGS? for this category as more and more
HOW MANY SKUS DO YOU Drools' marketing has always been adoptions are happening and this
HAVE? WHAT IS YOUR PLAN around the thought process of making pandemic has shown the world how
FOR THE LAUNCH OF NEW the customers more aware and pets can be great stress busters and
PRODUCTS? knowledgeable about their choices a great companion to their human
Our complete portfolio is divided which they make for their pets. One friends.
into premium, economy, prescription thing you will realize is that pet
diets and pet care treats. We have category is the only category where WHICH ARE THE COUNTRIES
more than 200 SKUs with many fi rsts the PET OWNERS call themselves WHERE DROOLS EXPORTS
for the pet food category in India. PET PARENTS. Thus we at DROOLS AND WHICH ONES ARE YET
We are the only pet food company always try to keep the pet parents TO BE ADDED TO THE LIST IN
to manufacture cat food in India, aware what is good for their pets and FUTURE?

first to manufacture wet food for how they can make right decisions We started with our Indian
pets, only company to manufacture while buying products for them. You subcontinent countries like Nepal,
calcium bones for dogs in India. We will see our marketing campaign Bangladesh, Bhutan, and Sri Lanka.
are looking to foray more into care “Read the Back of the Pack” talks After establishing ourselves in
and treats segment, where we want about the importance of reading the Indian Subcontinent we have started
to have more presence and offerings label of the pack before buying any focusing in South East Asian and
for our pets. products. Lots of pet owners will say Middle East countries. At present
my pet food has 30% protein but point Drools is present in Maldives,
You have a category with the name is are they aware what is the source Oman, UAE, Myanmar, Mauritius
'prescription diet' in your list of of the protein? Drools USP is real and few African nations. We have a
products. Tell us about this category chicken and eggs which provides dedicated team for exports. We have
and your Vet-Pro range. the best quality of protein, with high been associated with Pet Shows and
digestibility and helps pet to grow other marketing initiatives in many
Indian pet food market is growing in early years, not just the protein countries to make the brand more
in double digit in the past and will percentage. aware to pet parents.
be doing so for the coming years
as well. With this growth, the WHAT ARE YOUR THOUGHTS TELL US ABOUT THE PET
requirements and expectation to ON THE DYNAMIC AND EVER PARENTS BUYING HABITS AND
provide quality products will keep CHANGING INDIAN PET THEIR APPROACH TOWARDS
increasing thus to fill this need gap is INDUSTRY? WHERE DO YOU PROCESSED PET FOOD?

our responsibility. Prescription diets SEE THE INDUSTRY IN FIVE Biggest challenge in Indian pet food
are mostly recommended diets and YEARS? market is that the exit barriers are
linked to some illness or condition Pet industry is growing multifold very low for the pet parents. Our
like obesity, skin rashes, allergy etc. over the years and one will be biggest competition right now is
Our Prescription diet Vet Pro has amazed to see the way this industry homemade food, which is readily
diets for obese dogs, dogs with renal is shaping up. Different variety of available. Whereas, the acquisition
disorders, skin and coat issues, joints products now available and how cost of new customer is very high as
problem etc. We launched our Vet new concepts are coming up are it involves reaching out to each pet
Pro brand of prescription diet 6 years really exciting. Use of technology parents, spends on samples for trials,

SEPTEMBER 2020 • VOL. XIII • ISSUE 7 • NOIDA | Creature Companion 55