Page 56 - Creature Companion October Edition

INDUSTRY SPEAK

right information for changing from donated food for the strays across learned different facets of business
home food to packaged food etc. This the country. not only in India but abroad as well.
is because as a customer a pet parent Leading multiple teams, supply
is a buyer but ultimate ‘consumer’ We also partnered with many feeders chain, managing channel confl icts
is the dog, where former cannot eat who are not part of any NGOs and etc. and many multiple dimensions
and see whether it is right for the provided them free food or at the cost of business exposure has helped me
dog or not. Eventually, his pet is the price so that can take care for the to learn a lot at Drools.
one who is going to eat it. Customers strays in their respective areas.
feel reluctant to buy or spend money When you work for a brand that
on new products because if the ‘Feed the Strays’ campaign has been is trying to stand up and build a
dog doesn’t eat, then money gets a very close to us. Drools employees business from scratch, it is always
wasted. So he thinks a lot on those have donated their one day’s salary a great learning experience. I am
parameters. for this campaign. very thankful to my team for their
passion and cooperation. One of the
Challenge here is how we make it In India, we have 3–4 million strays best things about Drools is its agility
more affordable and gain more trust on the streets, and their management and the kind of decision making and
of customers on the brand that it is big challenge and as a responsible implementation it has. I personally
would be loved by their pets and at the pet food company, it is our duty to believe that this Company belongs to
same time, will be a nutrition fi lled take care of them as per our reach its employees.
balanced diet for pets. We have to fi t and capacity. Feed the Strays has
in the requirements of consumers as been a successful program from last YOUR MESSAGE TO NEW
well as customers. 4–5 months where we have donated INDIAN PET FOOD COMPANIES
meal for more than a lakh of strays. India is a very unique market
DROOLS HAS BEEN DOING Most of our celebrity partners have comprising several different markets
A LOT OF WORK WITH endorsed this campaign. in itself; the north eastern market
STRAYS. WHAT IS YOUR is different, western Indian market
MISSION? HAVE YOU SET ANY WHAT HAS BEEN YOUR is different. One has to be adaptive
BENCHMARK? BIGGEST LEARNING AS to situations and local challenges.
Looking at the challenges this THE HEAD OF DROOLS Every market within Indian will work
pandemic has thrown in front of all OPERATIONS? in a different way. One should take
of us, Drools team stood firmly to help I have been strong believer that one these factors into consideration and

the strays. We initiated a campaign should keep learning and evolving then further initiate his business.
called ‘Feed the Strays’ where we throughout his/her life. I believe
participated with around 12 NGOs that the learning curve should never Pet food industry has huge growth
across the country. In this campaign get flat. I have worked for many potential but every company needs to

we raised funds from fellow pet organizations, but Drools has given hit the right balance between channel
owners and general public. Whatever me great opportunities of learning, and end customers. At Drools we
donations were raised, Drools over last 7 years, while managing have always given special attention
contributed 25% extra amount and different segments here I have on these two important factors.

56 Creature Companion | OCTOBER 2020 • VOL. XIII • ISSUE 9 • NOIDA