Latest news with #MarsPetcareIndia
Time of India
23-05-2025
- Health
- Time of India
Ever wondered what's really in your pet's bowl? We tell you why reading labels matter
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.
Time of India
19-05-2025
- Business
- Time of India
ICS 2025: An Influencer's value lies in their voice, not visibility
HighlightsAt the India Communication Summit 2025, communications leaders emphasized the shift from viewing influencers as mere endorsers to recognizing them as strategic business partners, highlighting the importance of authentic relationships in influencer marketing. Abhishek Roy from Paisabazaar pointed out that only 2% of influencers have registered under SEBI's guidelines, stressing the need for regulation to enhance accountability in the influencer ecosystem. The panelists, including Aanchal Jain from Mars Petcare India, noted that the future of influencer engagement lies in collaboration and mutual respect, as brands seek to build long-term relationships rather than relying on short-term visibility spikes. At a time when the digital landscape is increasingly shaped by influencers and creators, brands are rethinking their approach, moving beyond transactional endorsements to build meaningful, authentic relationships. At the recent India Communication Summit 2025, in a thought-provoking session titled Breakthrough Engagement: Influencer Narratives Beyond Endorsements , communications leaders from across industries shared how they're reshaping influencer engagement as a strategic lever, not just a marketing tool. The panel featured Abhishek Roy, head of PR, Paisabazaar; Amrit Anand, head of communications, Zupee; Aanchal Jain, director – corporate affairs, Mars Petcare India; Sandipan Ghatak, vice president and head, corporate marketing and communications, Jubilant Pharmova; Aman Kumar, country brand director, BVLGARI India; Radhika Nihalani, co-founder and CEO, Think Ink Communications and was chaired by Varun Markande, From Mouthpieces to Strategic Partners'We think about influencers not just as mouthpieces to drive brand affinity but as strategic business partners,' said Roy. For the financial services brand, influencer engagement is tied to a larger mission, promoting financial health. But he also drew attention to the importance of regulation in the space, citing SEBI's guidelines for influencers. 'Only 2% of influencers have registered themselves since the guidelines were issued. It's a step in the right direction to bring accountability to the ecosystem.' Jain echoed this sentiment, underlining the need to balance reach with trust. 'By 2026, the creator economy in India will be worth ₹3,500 crore (EY), with 80% of purchase decisions influenced by content. Yet, 42% of people don't trust influencers. That's where corporate communications steps in, to co-create content without compromising the influencer's authentic voice.' The Communications Perspective: Trust Over NoiseFor many brands, influencer marketing has long been the domain of the marketing team. But as Anand pointed out, communication leaders bring a different lens. 'Marketing often looks for reach and noise. As a comms professional, I focus on impact and narrative. Trust is the currency. If an influencer doesn't believe in your message, it's just another ad, and nobody buys into that.' This divergence is crucial in understanding why influencers matter beyond their follower count. Nihalani summed it up: 'If creators become mere mouthpieces, they're replaceable. Their value lies in their voice, not just their visibility. A collaborative spirit is essential.' Authenticity is the New InfluenceIn today's hyperconnected world, the definition of an influencer is broad. 'All of us are influencers in some way,' said Ghatak. 'But what matters is credibility. Who do you trust to recommend your next purchase or holiday destination?' He emphasised that influencer engagement should be aligned with long-term reputation building, not short-term visibility spikes. 'If you're not part of a real, ongoing conversation, your presence will feel forced.' For brands like Mars, the power of influencer engagement lies in relevance. 'We work with pet parents who are already part of the community. They're not there to pitch products, they're telling stories that resonate with fellow pet parents,' said Jain. Surprise, Relevance, and Point of ViewLuxury brands like BVLGARI are also exploring new territory. 'People don't want to be marketed to. They want stories, perspectives, and authenticity,' said Kumar. 'We work with creators outside the typical luxury ecosystem to bring in surprise and relevance. It's not about a luxury aesthetic, it's about meaningful content and credibility.' The Future: Collaboration Over ControlAs the creator economy matures, brands and communication leaders are increasingly seeing influencers as long-term collaborators rather than campaign-based endorsers. The success of this new engagement model, according to Nihalani, hinges on mutual respect. 'The more collaborative the relationship, the more enduring the impact. Without that, you're just replacing one influencer with another.' From financial literacy to luxury fashion to pet parenting, the message across industries is clear: authentic, narrative-driven influencer partnerships are no longer optional—they're essential to modern brand building. And it's communication leaders, not just marketers, who are driving this evolution. In a space where noise is easy and trust is rare, the real influencers aren't just the loudest voices, they're the most authentic ones.
Time of India
15-05-2025
- Entertainment
- Time of India
Kriti Sanon drives awareness about wet food in Pedigree's new ad
HighlightsIndia's pet food brand, Pedigree, has launched a new campaign featuring Bollywood actress Kriti Sanon to promote their Pedigree Gravy range. Ayesha Huda, Chief Marketing Officer of Mars Petcare India, emphasized the evolving pet parenting landscape in India and the brand's commitment to fulfilling pet parents' nutritional needs. Kriti Sanon expressed her excitement about the emotional connection during feeding time with pets, highlighting the Pedigree brand's dedication to choices that reflect love and care. India's pet food brand, Pedigree has launched a new campaign powered by Bollywood actor Kriti Sanon. This latest strategic partnership signals the brand's leadership in the pet food category and its deep commitment to driving awareness about their Pedigree Gravy range amongst pet parents in India. This new campaign, with Sanon's champions the benefits of the wet food category. " Pet parenting in India is evolving, and as market leaders we are confident about the readiness of pet parents to dive deeper into their pet's nutritional needs, and our gravy range promises to fulfill that deepening demand," said Ayesha Huda , chief marketing officer, Mars Petcare India . 'With Kriti, we're celebrating both the emotional bond and the nutritional benefits that the Pedigree Gravy brings to pet homes, aiming to make it a mealtime staple,' Huda added. Sharing her thoughts on the campaign, Sanon said, 'Feeding time is one of my favorite parts of the day with my pet — there's this beautiful moment of connection and excitement. It's not just about the food; it's about the trust and love they show you in that moment. The Pedigree brand stands for making choices that reflect your love, and I'm proud to help highlight the goodness of their gravy range.' Watch the video here:
Time of India
07-05-2025
- Health
- Time of India
Understanding the benefits of well-made packaged food for cats
Formulated, tested and trusted Measured portions for better weight management Convenience and consistency Extended shelf life Dental health support Tailored formulas for different needs Palatability and acceptance Regulated safety standards Support for skin and coat health Digestive wellness In a nutshell Author : Dr Umesh Kallahali, Small Animal Consultant, Mars Petcare India References Disclaimer: This article has been produced on behalf of Mars International by Times Internet's Spotlight team. In recent years, many cat owners across India have expressed challenges around portion sizing and nutritional balance for home-prepared meals. One significant hurdle is the lack of accessible, standardised guidelines on daily caloric requirements for cats, leading to potential issues of underfeeding or overfeeding. According to veterinarians, both extremes can contribute to long-term health complications, including obesity and nutritional this backdrop, good quality commercially prepared cat food is becoming a go-to choice for pet parents, offering a more structured approach to feline nutrition. Here's a breakdown of the key benefits associated with well-manufactured cat food:In India, pet food is not regulated by the Food Safety and Standards Authority of India (FSSAI) since it is not meant for human consumption. However, imported and domestically produced pet foods are required to comply with import health certifications and animal quarantine norms set by the Department of Animal Husbandry and Dairying. Additionally, many brands voluntarily align with global standards, such as AAFCO (USA) and FEDIAF (Europe), to ensure nutritional adequacy and consumer is a leading cause of obesity in cats worldwide. A recent study 1 noted that accurate portion control is a significant factor in weight management for domestic cats. Packaged foods often offer feeding guidelines based on a cat's age, weight, and activity level, helping pet parents serve more appropriate meal urban lifestyles can make meal preparation challenging on a daily basis. Ready-to-serve cat food offers a convenient alternative, providing consistency in portion sizes and nutritional content without the variability often associated with home-cooked prepared foods, particularly dry kibble and sealed wet food, have a longer shelf life when stored correctly. This makes them a more practical option in households where refrigeration or storage space might be dry cat foods are formulated with kibble textures designed to help reduce plaque and tartar buildup. While not a substitute for professional veterinary dental care, incorporating these foods into a cat's diet may support oral hygiene.A study published in the Journal of Nutrition observed 2 that cats fed dry diets exhibited better oral health compared to those on wet diets. The research indicated that diet plays a significant role in oral health, with a diet rich in dry foods contributing to reduced plaque offer variations of cat food tailored to different life stages (kitten, adult, senior) and specific health concerns, such as urinary tract care, digestive sensitivities, or hairball management. Such specialised formulas are typically developed in consultation with veterinary commercial brands conduct palatability testing to ensure that cats are more likely to accept the food. While preferences vary among individual animals, higher acceptance rates have been reported in cats when introduced to familiar textures and flavours in these prepared pet foods in India are increasingly adhering to global safety protocols. Reputed manufacturers conduct quality checks for contamination, ingredient accuracy, and hygiene, offering greater assurance compared to raw or inadequately stored home-cooked commercially available diets include Omega-3 and Omega-6 fatty acids, which have been associated with improved skin hydration and coat quality in felines. Peer-reviewed studies, including those in the Journal of Animal Physiology and Animal Nutrition 3 , have highlighted the role of fatty acids in supporting dermatological health in sensitivity is a common concern among pet cats. Packaged foods often contain prebiotics, dietary fibre, and highly digestible protein sources that support gastrointestinal function and reduce odour in litter no single feeding approach fits all, the growing interest in packaged cat food reflects a larger shift toward structured and evidence-based pet care. Pet owners are advised to consult with veterinarians to determine the most appropriate diet for their cat's individual needs, whether through commercial options or customised home-cooked the pet care sector in India evolves, informed decision-making and access to nutritional knowledge will remain key to improving feline health outcomes nationwide. To support pet parents in making informed choices, companies like Mars International are playing an active role in advancing science-backed nutrition and pet health. Globally trusted brands such as Royal Canin, Pedigree, and Whiskas aim to offer not just quality nutrition but a holistic approach to pet well-being. By fostering an ecosystem that combines expertise, innovation, and care, these initiatives help ensure that no moment in a pet's life is compromised.
India Today
26-04-2025
- Health
- India Today
Pet obesity is on the rise. Where are hoomans going wrong?
The vet looked at Lolo, a five-year-old labrador with the softest eyes and a belly that now jiggled when he walked.'He's gained nearly 6 kilos,' she said gently. 'That's like a human putting on 20.'Lolo's pet parent, Tiana, squirmed. Between back-to-back Zoom calls, erratic meal times, and the guilt of not taking him on evening walks, she'd been making up for it with treats—extra biscuits here, leftover sausages 'But he looks so happy when I feed him,' she muttered, almost it sound like your story?When we bring a dog or a cat home, most of us do the math, figuring out what their needs will be like: constant care, morning and evening walks, meals on time, and, of course, regular grooming. While we may have the best intentions for our pets, there's one place where many of us might be going wrong: planning their a true pet parent, life often revolves around their furry friends—they try to do everything possible to keep them happy and healthy. But despite being careful about everything else, if their meals aren't tailored to their ideal portion size or lifestyle, dear parents, you might be doing more harm than good because this can lead to pet you heard that right. Just like us, if we're not mindful of what our pets eat, they can gain weight to the point of becoming immobile. Food is a love language in India, but if you think feeding your pet more than what they need makes you a better parent, think again. It might actually make you the unintentional villain in their = Food?A recent Royal Canin survey spanning over 14,000 pet owners and 1,750 veterinary professionals across eight countries, including India, reveals a concerning rise in pet obesity, with approximately 40% of adult cats and dogs globally classified as overweight or obese.'Obesity in pets is largely driven by overfeeding and under-exercising,' says Dr Umesh Kallahalli, animal consultant at Mars Petcare India. 'Busy schedules mean fewer walks. Add to that the habit of interpreting every tail wag or meow as hunger, and we're handing out more calories than needed.'And yes, we're guilty of 'just one more treat because he looks sad.' In fact, 41% of pet owners admit to giving pets special treats when they seem bored or lonely. The emotional eating, therefore, doesn't stay limited to humans, thanks to humans, of Dr Kallahalli mentions that neutering, ageing, and certain health conditions like hypothyroidism can also slow metabolism, making pets more prone to obesity.A portion problemThe confusion around how much to feed a pet is real. More than a quarter (26%) of pet parents don't know their pet's ideal weight, and a shocking 17% cite misinformation as a key reason they struggle to manage it.'We need to talk more about how much is too much,' says Rashi Narang, founder of Heads Up For Tails. 'With no one-size-fits-all diet, portion control is key—based on breed, age, and lifestyle.''Just as we're becoming more conscious about what we eat ourselves, we need to extend that awareness to what we feed our beloved companions—moving toward more fresh, balanced diets that support their health needs,' she health cost of that extra kibbleThe implications are more than just a chubby belly. Obese pets are at risk for:Diabetes and heart diseaseJoint pain and arthritisBreathing issuesComplications during surgeryA shortened lifespanAnd there's emotional fallout too.'What breaks my heart is seeing a formerly active, playful pup struggling to enjoy the activities they once loved. Beyond physical health, there are mental wellness implications too. Pets that can't move comfortably often become less playful and engaged, which affects their emotional well-being,' says lack of awareness does to your petadvertisementFirst things first, your responsibility does not end with just bringing a dog or cat home. Just like you would care for your own baby if you had one—what they eat, how much they eat, what they are allergic to, and so on and so forth—the same applies to that furry friend of yours too. Just in case no one told you, pet parenting is equivalent to, if not more arduous than, bringing up a you need to be aware of their needs even more because they, unlike humans, cannot convey.'Many of us haven't had easy access to information about proper pet nutrition and exercise requirements. There's also a gap in understanding what a healthy weight looks like for different breeds. Many pet parents don't recognise when their pet is overweight until health problems emerge. Sometimes we show love through food without realising the long-term effects,' says Kallahali adds that sometimes, pet parents also misinterpret their pet's begging as a sign of hunger and start giving small but consistent portion of food. These extra calories can quickly add up and lead to increased weight. Without regular vet consultations and a basic understanding of pet nutrition, weight gain goes unnoticed until health issues sad part – pet abandonmentYes, sounds sad, but this absolutely true and happening across the world (you must have seen a few adds too). Pet abandonment is one of the most pressing and heartbreaking contributors to pet homelessness in is good until it is not. 'Many pet owners give up their pets when faced with lifestyle changes like relocation, financial strain, or new family dynamics and often, abandonment happens without warning,' says per the State of Pet Homelessness Report by Mars Petcare, India currently has over 69 million homeless cats and dogs, with 60.5 million living as strays. A shocking 38% of dog owners and 57% of cat owners surveyed said they're considering giving up their pet in the next there's a whole mindset that needs conditioning before one plunge into the decision of getting or buying a how do you actually care?As mentioned, it all starts with conditioning yourself. You need to make yourself understand why you are getting a dog or a cat. Is it because you are lonely and need company or you really want to make a difference in that dog's life. That will give you a clearer you've made the decision, here's how you can set a routine for them. HUFT's Rashi Narang shares some pointers to help you get started:Start with a chat with your vet—they can help you understand what's ideal for your pet's specific breed, age, and health on high-quality, balanced diets appropriate for your pet's specific for portion-controlled meals for dogs with zero preservatives or meals help take the guesswork out of serving sizes, which is one of the biggest challenges in weight are allowed – but again portion control. Don't go doesn't have to be intense—it should be fun, but engage dogs, aim for at least 30 minutes of activity daily, whether it's walks, play sessions, or cats, interactive toys that stimulate their hunting instincts can keep them patient with progress—weight loss should be gradual, about 1–2% of body weight per most importantly, remember:They're not just pets—you're their whole trust you with every wag, every purr, every tired little that love; they're not toys, they're family.
