Latest news with #SalilMurthy
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Business Standard
2 days ago
- Business
- Business Standard
India's petcare industry booms with startups, investors, and new mindsets
With landmark deals, like Nestle's investment in Drools, and expanding interest from diverse sectors, the industry looks poised for its next big leap Sarthak Choudhury Delhi Listen to This Article About a week ago, Bengaluru-based pet food brand Drools made headlines by becoming a unicorn — a startup valued at over $1 billion — following an investment from Nestlé SA. It was the Swiss food and beverage giant's first investment in India, and at 10 per cent, also one of the largest investments the country's petcare industry has seen. For those within the sector, this was hardly surprising. 'India's pet economy is undergoing a fundamental shift — from an unstructured sector to a high-growth industry,' says Salil Murthy, managing director of Mars Petcare India, the company behind popular
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
28-04-2025
- Health
- Time of India
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.
