Salil Murthy on how Mars Petcare is shaping the future of pet care in India with quality, innovation, and purpose
As the number of pet parents in India increases, so does the demand for high-quality pet nutrition. In this insightful conversation, Salil Murthy, Managing Director of Mars Petcare, shares his insights on the evolving pet care landscape, the growing significance of India as a key market, and how the brand's premium offering, SHEBA, is redefining standards in pet nutrition. From global trends to local opportunities, he sheds light on what's next for the pet care industry and how Mars Petcare plans to stay ahead of the curve.
1. Pet ownership in India is evolving rapidly. What are the key shifts you are seeing?
India's pet care landscape is undergoing a significant transformation, led by urban lifestyles and a new generation of pet parents. According to the Mars Pet Parent Survey 2024, 70% of pet parents in India are first-time owners—well above the global average of 47%. This growth is driven by Gen Z and Millennials, who are embracing pet parenting for emotional well-being, companionship, and a deeper connection in nuclear households.
While dogs remain the most common choice, cat ownership is rising, especially in urban homes. Cats are appreciated for their independence, low-maintenance needs, and calming presence. In fact, 66% of young Indian pet parents say their pets are the most important part of their lives, compared to 47% globally.
There's also a strong preference for early-stage bonding—70% of kittens are adopted before they reach three months of age. However, only 4% of these adoptions come from shelters, pointing to an urgent need for greater awareness and advocacy around responsible adoption.
Urban challenges—such as limited green spaces and pet-friendly housing—persist, but they are also triggering innovation in pet services, infrastructure, and products. With growing demand, India is seeing strong expansion across pet nutrition, grooming, vet care, insurance, and digital-first offerings.
2. How has greater awareness around pet nutrition shaped consumer preferences?
Today's pet parents are more informed, discerning, and deeply invested in their pets' health. There is a clear shift from home-cooked or improvised meals to complete, balanced, and science-based nutrition that supports long-term well-being.
As awareness grows, quality is becoming a non-negotiable expectation. At Mars Petcare, quality has always been our hallmark—across ingredients, manufacturing standards, and product innovation. We bring global nutritional science to local relevance, ensuring that every product reflects our commitment to safety, efficacy, and trust.
This shift reflects a broader cultural change—pets are no longer on the periphery of the home; they are at the center. And with that comes a stronger responsibility to provide nutrition that's not just adequate, but optimal.
3. How important is India to Mars Petcare globally?
India is a high-priority market for Mars Petcare. With the premium pet food segment valued at $551 million and penetration still under 10%, the opportunity is vast. As more pet parents seek quality and consistency, the demand for regulated, trusted nutrition continues to grow.
Mars was the first pet food company to enter India, and we've helped create the category from the ground up. We built India's first pet food manufacturing facility, expanded it in 2021, and are now planning to double our capacity to meet accelerating demand.
We're investing in local innovation to address the unique needs of Indian pets, and have scaled our distribution across pet shops, general trade, e-commerce, quick commerce, pharmacies, and new emerging platforms like MyGate.
We're also engaging directly with pet parents through digital-first storytelling, including our recent SHEBA® campaign with actor Sharvari, which showcased the emotional side of pet parenting in new-age Indian households.
4. What makes SHEBA® stand out in India's premium pet food segment?
SHEBA® is crafted for pet parents who refuse to compromise on taste, quality, or the experience they share with their cats. It offers recipes made with real meat, fish, or poultry, free from artificial flavours.
With gourmet variants and formats such as Rich Premium Wet Food, Kitten Meals, and GRAVY INDULGENCE™ Entrées, SHEBA® turns every meal into a moment of indulgent bonding.
What makes SHEBA® unique is how it blends culinary excellence with emotional storytelling—delivering not just nutrition, but meaningful shared experiences between pet and parent.
5. What is Mars Petcare's current market position in India?
Mars Petcare holds a 50% share of India's pet food market, with strong performance across dry food, gravies, and treats. We lead especially in the fast-growing cat segment, driving both penetration and premiumisation.
What truly distinguishes us is our unwavering focus on quality, investment, and purpose. Our products are backed by rigorous science and global standards. We've expanded manufacturing, enhanced digital distribution, and invested in pet parent education.
We are also going beyond nutrition. Through our Better Cities for Pets initiative, we are working with public and private partners to make urban spaces more inclusive and welcoming for pets across homes, neighbourhoods, and public areas.
At Mars Petcare, we're not just serving demand—we're shaping the future of pet care in India, grounded in quality, purpose, and the belief that pets make the world better.
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