Dr. Shashank is the first veterinarian to hold the post of CEO in one of the biggest pet food companies, Drools Pet Food Pvt Ltd., with their first overseas office in Dubai. India story is a series of webinars that we will be hosting every month to highlight the potential of the Indian pet Industry to the global audience and why the Indian pet care industry should matter in the global arena. India has been maintaining double digit growth for a while and it is estimated to continue in the coming years. We are slowly but surely becoming a sought-after market for pet products, not just as an importing nation but also as a quality pet product manufacturer. Given the current geopolitical situation, we are poised to become an important partner for global pet market.
In conversation with Rachna Gujral, a canine nutrition expert, and the founder of Skylish Petcare, a trusted brand offering healthy and safe dog treats, meals, and cakes for companions. She is in the final stage of completing her practitioners diploma in Canine Nutrition from the International School of Canine Psychology, UK. In this discussion, she aims to explain canine nutrition from a nutritionist point of view and spread awareness amongst new upcoming brands and pet parents.
Question – What inspired you to venture into pet nutrition after working with repeated companies like Infosys or the tech man?
I spent nearly two decades in the corporate sector before taking a break, without initially intending to start a business. But life had other plans. We unexpectedly welcomed two puppies into our lives and took full responsibility for them.
Growing up, I was always surrounded by pets, but after marriage, I consciously avoided having one since my husband wasn’t familiar with pets, and I disliked the idea of leaving them alone all day due to our demanding work schedules. For 13 years, we held off, until my career break led me to work with rescue animals.
That is when we took in two puppies born to an abandoned Labrador. Initially, it was temporary, but they quickly became family. This experience deepened my understanding of pet nutrition. My affection towards companion creatures along with the knowledge to cater to their needs, led me to this path.
Question- Why is proper nutrition crucial during a puppy’s first six months of growth?”
A puppy’s nutrition in its early months is absolutely crucial because it lays the foundation for their overall health and development. When we compare it to humans, we have around 14 years to grow, during which our nutritional needs evolve gradually. However, for dogs, this entire process is condensed into a much shorter time frame—typically 18 to 24 months. This means that within just two years, they undergo the kind of physical and physiological changes that humans experience over a much longer period.
The first six months are particularly critical because this is the main formative phase of a puppy’s life. During this period, their bones are developing rapidly, their organs are growing, and their body is preparing for adulthood. By the time a puppy reaches six to eight months, they have generally attained their full physical size. However, true maturity—both physically and mentally—takes a little longer, usually around one and a half to two years, depending on the breed.
Since growth happens at such a fast pace in the early months, a puppy’s nutritional needs are significantly higher during this stage. They require a diet rich in protein, essential vitamins, and minerals to support the rapid development of their bones, organs, and overall body structure. Once they transition into adulthood, their dietary requirements shift from growth-focused nutrition to maintenance-focused nutrition. At that stage, their energy and nutrient needs become more about sustaining their health rather than fueling intense development.
This is why it is so important to provide the right kind of diet during a puppy’s formative months. A well-balanced, nutrient-dense diet during this stage ensures they grow into strong, healthy adults with a reduced risk of health complications later in life.
Question- What nutrients or diet would you recommend for a new pet parent to ensure their pet’s well-being? Should they opt for natural foods or market-available options?Additionally, do you see a gap in the market when it comes to holistic meals, supplements, and diets specifically designed for puppies?
There are multiple philosophies in pet nutrition, but they rarely overlap. Most vets recommend high-quality kibble for a puppy’s formative stage.If you prefer a natural or raw diet, it’s essential to consult a qualified nutritionist for proper formulation and strict adherence,which can be challenging to maintain consistently. While some high-quality kibble options support growth effectively, raw feeding carries higher risks than benefits. Contamination, pathogens, and poor meat-handling practices, especially in local markets can introduce antibiotics or hormones, potentially harming your pet. That’s why I generally don’t recommend raw feeding.
Question- How does the processing method of kibble and wet food impact the nutritional value and long-term health of dogs?
From a pet parent’s perspective, whether it’s kibble or wet food, the key concern is the processing method and how much nutrition remains intact. While these foods contain essential vitamins and nutrients, most of them are synthetically added due to the high-heat processing, which naturally depletes some nutritional value. This isn’t surprising, as it’s difficult to retain nutrients when food is exposed to such extreme conditions during moisture removal.
Another concern with kibble is preservatives used to extend shelf life. If a product remains “fresh” for 6–18 months, it likely contains additives that could have long-term effects on a dog’s health. While kibble is convenient and balanced, its highly processed nature makes it less ideal for long-term nutrition.
Question– What are the names of your treats, and what types or SKUs do you offer?
Skylish offer handmade treats, cakes, and fresh dog food that are all-natural, healthy, and certified safe. Our bestselling jerky treats are meat-based and lab-tested for safety. Cookies are gluten-free and made with real fruits. Our celebration cakes are known to be Hyderabad’s finest—loved even by the fussiest eaters. Our fresh dog food is formulated to meet canine nutrition standards and is certified safe through rigorous lab testing.
In conversation with Rakhi Rana, COO, & Head of International Business and E-commerce at Drools, she shares her insights on the growing trend of quick commerce platforms in the Pet Industry.
Question- How important is the e- commerce space in the current times and what are the shifts expected in this segment?
E-commerce is well-established in India, with Flipkart leading the way nearly 17–18 years ago, and Amazon joining in 2014. In the pet care segment, e-commerce has seen tremendous growth, especially post-COVID. Before the pandemic, pet care e-commerce contributed just 10% of the market, which has now risen to 28%. The industry is expected to grow by at least 30% next year, while our own growth has been 45% annually for the past two years.
A major shift is happening with QuickCommerce, which is redefining online retail. It has pushed traditional marketplaces like Flipkart and Amazon to enter the space, with Amazon expected to launch QuickCommerce early next year. With six major QuickCommerce players emerging, the pet industry is poised for significant benefits.
While digital-first brands are often discussed, many in the pet industry have struggled to succeed. Some have thrived, but others have faced challenges, making it crucial to understand what drives success in this space.
Question– What are the things companies can keep in mind as they leverage on the e-commerce space?
When launching a website, do not limit your products to just your platform, list them on marketplaces, quick commerce platforms, and pet-centric sites to maximize visibility. Marketplaces are open to all, so ensure your presence across multiple channels.
Leverage social media and LinkedIn for brand awareness and B2B leads. Balance marketing spends across social media, marketplaces, and quick commerce to avoid your products getting lost among competitors. As a new entrepreneur, consider hiring an economical marketing agency to manage campaigns effectively.
Consistent product availability is crucial. In offline stores, sold-out items return to the same shelf position, but in e-commerce, stockouts mean lost rankings and additional marketing costs to regain visibility. I always tell my team—going out of stock online is a crime. E-commerce companies emphasize supply chain as their backbone, and as a brand, it is our responsibility to maintain stock availability for customer experience and marketing efficiency. Finally, advertising on e-commerce platforms requires strategic spending. If competitors outspend you, visibility drops, so optimize ad budgets wisely.
Question– Is there a general rule of thumb for determining marketing spend based on sales? For example, should marketing expenses be capped at a certain percentage of sales, or is there a standard ratio that can help predict sales growth based on marketing investment?
Marketing strategies depend on a brand’s stage—whether a startup, mid-size, or large. If a brand is new, an effective mix of display and search ads is recommended. Display ads help build recall, while search ads drive conversions. Premium brands should invest more in display for awareness, whereas economy brands should prioritize search ads for conversions. Initially, brands may need to allocate 25–30% of sales to marketing, which can later reduce to 10–15% once established. Over time, display spending can decrease while search ads, being ROI-driven, should be prioritized for sustained growth.
Omnichannel presence is crucial, as online sales drive offline demand. For example, Meter, an Amazon-exclusive brand, has gained traction in physical pet stores, proving that e-commerce exposure influences offline purchases. At Orange Pet Nutrition, we maintain uniform pricing across platforms, avoiding deep discounting, which ensures steady customer engagement beyond sale events. This strategy, along with operational efficiencies and platform-specific offerings like Active on Flipkart, has positioned us as the leading pet food brand on Flipkart. Our top-selling SKUs dominate the platform, thanks to 360-degree marketing, including celebrity campaigns, NGO collaborations, and educational sessions.
Quick commerce has grown rapidly, impacting traditional e-commerce giants like Amazon and Flipkart. While quick commerce offers unparalleled convenience with 7–10 minute deliveries, it often comes at a higher cost due to platform and delivery fees. Despite this, consumer preference for speed continues to drive significant growth in the segment, reshaping how brands and platforms approach online retail.
Question – Do you think speed and convenience will remain the key drivers of e-commerce and quick commerce in the future, or will intense price competition take center stage?
Quick commerce is the new face of e-commerce, and it’s here to stay. Initially, people doubted its viability, but today, we have clear evidence that it’s thriving. It has moved beyond just cross-street convenience, offering a wide range of essentials, reshaping customer behavior rather than just following it.
Think back two or three years—did we ever imagine needing something in 10 minutes? COVID may have accelerated this shift, but now it is ingrained in our habits. With Gen Z and Gen Alpha fully immersed in mobile-first shopping, quick commerce will not only sustain but continue to grow.
In the pet industry, this growth is even more pronounced. Quick commerce for pet food and supplies has surged by over 90%, outpacing even the broader e-commerce expansion. As both pet care and e-commerce boom, their intersection is creating unprecedented opportunities. However, many brands have yet to optimize for this shift, leading to limited availability on quick commerce platforms. Those who adapt quickly will have a clear advantage in this evolving landscape.
Question – Should smaller and medium-sized brands adopt a different approach or strategy to succeed in quick commerce?
Quick commerce is expanding rapidly in two key ways: increasing their reach with more cities and dark stores, and deepening their product assortment within each store. For example, the number of SKUs has doubled compared to last year and is expected to double again next year.
Platforms like Zepto are pushing this further with super stores, offering four times the assortment of their dark stores. Unlike traditional retail, quick commerce actively experiments with D2C and niche brands, making them available even where they lack offline presence. This creates opportunities for emerging brands with strong product differentiation.
Many customers, including myself, turn to quick commerce for exclusive brands like Country Delight, Alicia’s, and Akshay Kalpa—products not easily found in local stores. This exclusivity serves as a strong customer hook, driving loyalty and repeat purchases.
Question- What were your major highlights in 2024, particularly for this domain?
We have seen rapid growth in quick commerce, with our market share continuously expanding. Next year will be even bigger as we introduce cat wet food and an extensive range of dog and cat treats, further accelerating our growth.
We have also achieved major milestones—becoming the No. 1 pet brand on Flipkart and maintaining a consistent pricing and communication strategy across online and offline channels. This approach has helped us avoid deep discounting pitfalls and build trust across all sales channels.
On the international front, we officially launched in Dubai, making Drools a true MNC. With a dedicated team, our own warehouse, and a strong presence in offline stores, modern trade, and e-commerce platforms like Noon and Amazon UAE, we are steadily expanding. Southeast Asia is also growing well, and markets like Israel and Palestine are rebounding.
While we are present in 22+ countries, our strategy now focuses on seven key markets where we can replicate India’s best practices. We will soon dive deeper into our international expansion journey, sharing insights for brands looking to enter global markets.
In conversation with Subesh Goel, Founder of Basil Pet Care, he shares his journey, insights on the Industry, Basil Pet Care’s trajectory and reflections, and more.
Question- How have the last nine years of your operation been?
It’s been an incredible journey—full of learning and growth. I never planned on building a pet care brand, but it happened, and it’s exceeded even my wildest dreams. We started with just five products and now have over 150 SKUs, all meticulously developed with attention to detail. This focus has helped us stand out, earning a loyal customer base with high repeat purchases.
Question– Where are your products sold across India, both offline and online?
We have a pan-India presence in 500+ offline stores, covering all metros and tier-one cities through our distributor network. Online, we primarily sell on Amazon and our website, basalpetcare.com. While we initially explored Flipkart and Geomart, high returns and commission costs made them less viable. Amazon has been stable and rewarding. We also sell through platforms like SuperTales and Petsy, but e-commerce contributes only 10% of our sales—90% comes from offline retail, making us a wholesale-first brand.
Question- Do you plan to sell on quick commerce platforms, and how challenging is it to adapt to new technologies?
Our goal has always been to ensure that wherever pet owners shop, Basil is available and accessible. Quick commerce is an exciting space, but it comes with its challenges. These platforms are evolving at a pace beyond their capacity and are currently selective about the brands they onboard. Additionally, they rely heavily on marketing spends from brands, often demanding significant investments to maintain visibility. While quick commerce is an attractive channel, we focus on sustainable growth rather than engaging in deep discounting, which does not align with our brand strategy.
Adapting to new technologies is another challenge in today’s fast-paced digital world. AI and constant advancements in e-commerce are changing the landscape rapidly. Balancing product quality, sales, finance, and staying updated with the latest tech trends is not easy, but it is essential. Keeping up requires agility and continuous learning, and while it can be demanding, it also opens up opportunities to innovate and improve operations.
Question- What products do you offer at Basil Pet Care?
Basil Pet Care covers almost every category except pet food, apparel, carriers, and cages. Our focus is on offering a comprehensive range that caters to the daily needs of pet owners. This includes grooming products such as shampoos, perfumes, and mouth sprays, hygiene essentials like wet wipes and pee pads, as well as accessories including leashes, collars, and feeding bowls. We also have a strong presence in the treats segment with dog treats, biscuits, and cat treats, alongside a variety of toys and walking essentials. The decision to avoid certain segments, like pet food and apparel, stems from the high level of competition, seasonal fluctuations, and the complexity involved in managing those categories. By maintaining a well-rounded yet strategically selected portfolio, we ensure consistent quality and availability across stores.
Question- Did you launch any new products in 2024?
While we have primarily focused on stabilizing our existing range and strengthening our market presence, we did introduce one significant product this year—Tofu Cat Litter. This product was developed as a healthier, eco-friendly alternative to traditional bentonite litter, which poses respiratory risks for cats due to its dust content. Our Tofu Cat Litter is flushable, low in dust, and made from food-grade material, ensuring that even if a cat licks its paws after use, there are no harmful effects. Sustainability and pet well-being are at the core of our innovations, and we strongly believe that small, thoughtful changes can make a significant impact. Our goal is always to contribute to the long and healthy lives of pets, and every product we develop aligns with that philosophy.
Question– What is one change you would like to see in the pet industry in India?
The pet industry needs to be more ethical in its product claims. Many brands overpromise and underdeliver, which erodes customer trust. If we focus on offering the best we can rather than making exaggerated claims, we can build lasting confidence among pet parents.
This industry thrives on loyalty—when a pet loves a product, pet parents stick with it. Maintaining quality and transparency benefits everyone in the ecosystem.
Beyond products, we should promote the joy of pet ownership. In a world where screens dominate, pets encourage real-world interactions and responsibility. Walking a pet fosters community connections, something I experience daily. If we nurture this culture, the industry will continue to grow meaningfully.
In conversation with Ankit Alok Bagaria, Co-founder and CEO of Loopworm, a Bangalore based Startup involved in insect-based protein and fat products. He shares his insights into the company’s evolution, their recent milestone, scope of insect proteins, and more.
Question- Can you briefly describe the scope of Loopworm’s work? What was 2024 like for you and what are your plans for 2025?
Loopworm is an insect bio-sciences and biomanufacturing company. We process cultivated insects into value-added products, which are often sustainable in nature as insects by themselves are sustainable. We then supply these products B2B to different industries with the aim of solving their problems.
We started our factory in March last year, which was a breakthrough. It came in with a lot of efforts and pain to navigate all the regulatory barriers. First, we got the factory up and running and then optimized it further.
This was the first good thing which happened in 2024. The second is that we secured multiple certifications to certify our product quality namely ISO22000, GMP+ and HACCP. We have opened doors, not just in India but outside India as well with EU Traces and USFDA Certifications. We have been currently supplying our products to aquaculture feed and pet food manufacturing industries. We have been doing this for 6-7 months now. However, the pet industry is still nascent for us with smaller volume sales but now we have got a breakthrough with one of our orders going in for pet nutrition to Europe.
Looking ahead, we want to scale up further. We want to grow our team. There are several different products for the pet health and nutrition market that we are working on. So, we are raising capital for it.
Question– Can you tell us about the EU traceability, what it means to your company, and how does it open doors for you in terms of selling in Europe?
The insect-derived products industry, particularly in the pet food domain, is still nascent, both in India and globally. The industry’s growth began roughly a decade ago, with European players raising capital around 2013–2014, sparking discussions and development. However, it remains a long journey ahead, as more data points and efficacy studies are only now emerging, providing more information into this evolving sector.
In India, awareness of insect-based proteins and fats as sustainable and bio-functional ingredients started gaining traction only 3–4 years ago. Today, the industry acknowledges their potential, though the concept is still relatively nascent.
Traceability plays a critical role, especially for facilities like ours, which are certified to supply European-grade products. Approval to ship to Europe is rigorous, requiring compliance with EU regulations, which many non-EU European countries also follow. This certification acts as a testament to adherence to EU standards, demonstrating that products meet stringent quality requirements.
In a developing country like India, where quality is sometimes questioned by developed nations, such certifications affirm that Indian manufacturers are indeed on par with global standards.
Question– How have smaller pet food manufacturers in India responded to the idea of using insect-based protein compared to traditional chicken and fish? Are they open to exploring this alternative?
The pet food industry in India is still in its early stages. Data shows that 85% of pet parents feed homemade food, while only 15% purchase pet food, treats, or supplements. Of this, the market is dominated by imported products, leaving a smaller share for domestic producers.
Smaller players, like us, are collaborating with similar upcoming businesses to take calculated risks and grow together. While the focus remains on dogs and cats due to sheer market size, niche segments like ornamental fish, reptiles, small mammals, and birds are gaining traction. Globally, insect-based products are gaining acceptance for these segments, as they align naturally with their diets.
Question- When it comes to the pet food manufacturing, how does the price point play out between chicken, fish and the insect based protein?
I think it is at par. I cannot comment on behalf of the entire industry because everybody has their own business development strategy but for us, it is at par with the other conventional ingredients that are being used.
I think it is at par in terms of quality as well or even better in certain angles like, in terms of quality, because the amount of protein, the availability of antimicrobial peptides, which is naturally there in insects, boosts the immunity of the animal consuming it. At the same time, it has certain novel biomolecules, which it accumulates from the food that it eats. So, it brings in its own set of benefits if included in a pet’s diet.
Question- Are you open to discussions with any third party manufacturers?
Not in India as of now but outside India, we are engaging with OEMs, particularly in Southeast Asia, where insect-derived products have higher acceptance due to their established use as human food in certain cultures. In countries like Thailand, these OEMs produce for the global market. This acceptance is evident at pet food and animal feed events, where attendees occasionally sample our protein powder, intrigued by its taste and aroma, despite it not being certified as human-grade.
Question- What is the role of the Indian government and its policies in supporting the development of the alternative protein industry, especially for insect-based proteins, both domestically and abroad?
The Indian government is gradually supporting the alternative protein industry through initiatives like the new Bio-E3 policy, which includes a dedicated section on smart proteins. Although the concept of “smart proteins” is still somewhat ambiguous, the focus on proteins in general is a welcome step toward strengthening food systems for humans and pets alike.
Additionally, there are government schemes that promote protein research, life sciences, agriculture, smart food, and the circular economy. Insects, being part of the larger themes of sustainability and the circular economy, are gaining recognition as a viable alternative protein source. While these initiatives are still in their nascent stages, their inclusion in policies is a positive sign.
Platforms like this discussion are vital for raising awareness, addressing questions, and driving broader acceptance of such innovative solutions within the industry.
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