Ever wondered what's really in your pet's bowl? We tell you why reading labels matter

Time of India

23-05-2025

India's pet care industry is booming — but without clear label literacy, pet parents may be feeding more confusion than nutrition. From premium kibble to grain-free options, and organic treats to vet-recommended formulas, the choices can be overwhelming for even the most seasoned pet parents. Yet, amid this abundance, a critical aspect often gets overlooked– the fine print on the label. Without clear label literacy, pet parents may be unknowingly choosing products that prioritise marketing over nutrition.
Here's how to read a pet food label, bust common myths, and make the best choices for your furry family member.
As India's cities grow quieter, its homes grow livelier — with paws. From bustling metros to small towns, pet ownership has skyrocketed in recent years, driven largely by young millennial and Gen Z families. With that comes a heightened sense of responsibility, emotional investment, and an entirely new question: What are we really feeding our pets?
In India's still-maturing pet care ecosystem, pet food labels have become a frontline tool for making informed choices but many pet parents either don't know how to read them or are misled by vague marketing terms.
The regulation gap and a push for change
India currently lacks a formal, unified regulatory framework for pet food. This means there's no mandate for ingredient declarations, nutritional adequacy standards, or clear label guidelines.
Recognising this urgency, industry players are actively collaborating with industry bodies to advocate for science-backed, enforceable standards to ensure pet nutrition in India is safe, consistent, and credible.
'As this movement toward transparency gains momentum, the responsibility of understanding pet food also shifts toward consumers — especially new pet parents who often feel overwhelmed by choices.
Dr. Umesh Kallahalli, Senior Veterinarian at Mars Petcare.
'We've been actively advocating for pet parents to read and understand pet food labels,' adds Dr. Umesh Kallahalli, Senior Veterinarian associated with Mars Petcare. 'It empowers them to make informed, responsible choices. Labels tell a story — whether the food meets nutritional standards, and if the formulation has the backing of veterinary science.'
It's not just experts — pet parents are noticing the difference.
Salil Murthy, Managing Director, Mars Petcare India
A Delhi-based dog mom, says: 'My golden retriever had digestive issues until I started reading labels carefully. I now choose food with clearly listed nutrients. It's made a visible difference in his energy and coat.'
Mumbai resident and cat parent shares: 'I always thought homemade meals were better until my vet explained what a balanced diet really means. Label reading helped me switch to the right kind of food.'
How to read a pet food label: 6 smart steps
Before diving into the label, remember:
Every country follows its own pet food regulatory code. If a product is made in the U.S., it follows U.S. norms. If it's made in Europe, it complies with European laws. However, India currently lacks formal pet food regulations. So don't get confused or misled by unfamiliar terminology.
What Indian pet parents should focus on is whether the product is safe, nutritionally complete, scientifically backed, and most importantly — whether it works for your pet's specific needs.
With that in mind, here are six steps to read the label right:
1. Look for 'Complete & Balanced' Nutrition:
Brands that provide complete and balanced meals are ensuring your pet gets all essential nutrients.
2. Transparency is key. Check feeding guidelines:
Clear dosage instructions based on your pet's weight and age are a sign of accountability.
3. Read the nutritional panel:
Protein and fat content impact everything from digestion to skin and coat health.
4. Look for brand transparency:
Reputable brands mention where the product is manufactured.
Myth vs. Fact: Busting pet food label myths
Myth 1:
'If it says 'natural', it must be better.'
Fact:
Always check the actual ingredients to check if it's 'Natural'.
Myth 2:
'Homemade food is always healthier.'
Fact:
Homemade meals often lack balance unless vet-formulated. Packaged foods are often more complete.
Myth 3:
'If my pet eats it happily, it must be good.'
Fact:
Taste doesn't always mean health. Palatable food can still lack essential nutrients.
Setting the standard for the future
In the absence of regulation, Mars Petcare is leading by example — simplifying labels, avoiding ambiguous claims, and educating consumers on ingredient transparency. Other progressive brands are beginning to follow suit.
'This isn't just about better products,' says Salil. 'It's about a better future for pets in India — one label at a time.'
As India's pet care market grows, so must consumer literacy. Because feeding a pet isn't just an act of care — it's a conscious choice. And the first step is reading the label right.