Wipro Consumer Care and Lighting, part of Wipro Enterprises, is entering India’s fast-growing pet food market with the launch of its pet care brand Snuggles.
The company will initially introduce dry dog food combining kibble with freeze-dried chicken chunks. The product is made using human-grade ingredients and is expected to hit the Indian market next week.
Investment in local manufacturing
Wipro Consumer Care plans to invest more than ₹100 crore in establishing a dedicated pet food manufacturing facility in India. A separate team is currently evaluating potential locations, with a decision expected within the next 12–18 months.
For the initial launch, Snuggles products will be imported from manufacturing partners. Products showcased at the launch event were manufactured in Thailand. The company plans to gradually localise production in India over the coming years.
Targeting India’s growing pet food market
India’s pet food market is estimated at around ₹5,000 crore and is growing at approximately 10–12% annually. Wipro Consumer Care aims to position Snuggles among the top three pet food brands in India.
According to company executives, the pet food category remains significantly under-penetrated and offers substantial growth opportunities.
Expanding into nutrition and wellness
Wipro Consumer Care plans to expand Snuggles beyond regular pet food into nutrition and wellness products for dogs. The company also intends to enter the cat food segment as part of its broader pet care strategy.
The proposed manufacturing facility is expected to be built at a scale capable of supporting the category’s anticipated long-term growth.
With its entry into pet food, Wipro Consumer Care is looking to build a larger presence in India’s rapidly expanding pet care industry while gradually shifting from imports to local manufacturing.
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