NE BUSINESS BUREAU
MUMBAI, JULY 6
Banking on India’s rapidly expanding pet care market, Godrej Pet Care (GPC) has accelerated its southern growth strategy with the launch of Godrej Ninja, a scientifically formulated dog food brand now available across Kerala, Karnataka, Andhra Pradesh and Telangana after receiving an encouraging response in Tamil Nadu.
- Godrej Pet Care expands across Kerala, Karnataka, Andhra Pradesh and Telangana with clinically formulated dog food focused on gut health and immunity
- ‘Ninja’ combines Probiotics, Prebiotics and Polyphenols with 37 essential nutrients to deliver complete nutrition for puppies and adult dogs
- Backed by a ₹500-crore investment plan, Godrej aims to democratise premium pet nutrition through affordable pricing and science-led innovation
- Expansion signals a major push into one of India’s fastest-growing consumer categories as pet parents increasingly embrace packaged nutrition
Designed to strengthen digestive health and immunity, Godrej Ninja has been developed specifically for pet dogs using a science-backed formulation enriched with Probiotics, Prebiotics and Polyphenols (3P Blend), alongside 37 balanced nutrients that support overall health and wellbeing.
The expansion marks another milestone for Godrej Pet Care, a subsidiary of Godrej Consumer Products Ltd. (GCPL), as it works towards building a nationwide presence in one of India’s fastest-growing consumer segments.
Industry estimates place India’s pet care market at nearly ₹6,000 crore, with pet food accounting for approximately ₹5,000 crore. Despite increasing pet ownership, packaged pet food continues to remain significantly underpenetrated. Around 10% of Indians own pets, but only about 10% of these pet owners regularly feed packaged food, resulting in a calorie conversion of just 5%, leaving enormous room for category expansion.
South India alone contributes an estimated ₹1,800-2,000 crore to India’s pet food market, with Karnataka emerging as the largest regional market, followed by Andhra Pradesh & Telangana, Tamil Nadu, and Kerala.
Established in 2024, Godrej Pet Care combines the animal nutrition expertise of Godrej Agrovet with the branding, marketing and distribution capabilities of Godrej Consumer Products. Its products are supported by dedicated research facilities, including the Nadir Godrej Centre for Animal Research & Development, where Ninja was developed and tested in India.
Launching the new regional expansion, 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.”
Speaking about the Kerala market, he 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.”
Explaining the science behind the formulation, Dr. Ashok Pattanaik, Head–Research & Development, Godrej Pet Care, and former Principal Scientist at the Indian Veterinary Research Institute, said:
“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.”
Affordable Science for Every Pet Parent
Godrej Ninja is available for both puppies and adult dogs, making premium-quality nutrition accessible across different life stages.
Adult Dog Variants
- 100g – ₹20
- 1kg – ₹199
- 3kg – ₹499
Puppy Variants
- 100g – ₹20
- 1kg – ₹219
- 3kg – ₹549
With its combination of advanced nutritional science, affordable pricing and nationwide expansion strategy, Godrej Ninja is positioning itself as a trusted companion for millions of Indian pet parents seeking healthier, happier and more active lives for their canine companions.
