Mars Petcare India recently launched its premium pet nutrition brand, Iams, in Hyderabad, India. Offering four varieties of food for puppies and adult dogs across sizes (small/medium and large), the launch is in line with Mars’ global mission, “A Better World for Pets.” The company’s focus on providing quality nutrition to the Indian market is happening in the wake of premiumization and customization there, according to Ganesh Ramani, general manager of Mars Pet Nutrition India.

Retailing at INR 600-4,000 (US$8.44-56.25), package sizes range from 1.5 kg, 3 kg and 8 kg to 12 kg and are available through Amazon India and other pet stores across the country. The Iams brand boasts all-in-one diets, developed by nutritionists and veterinarians, to promote balanced nutrition and pet health, according to the company. The major challenge in India is ensuring consistent availability, which Mars aims to provide through its global supply chain.

Indian pet food market seeing healthy annual growth

Mordor Intelligence has forecast the Indian pet food market to grow at a compound annual rate of 13.9% from 2019 to 2024; it is currently valued at US$334 million. Keeping pace with such growth, Mars intends to have the Iams brand available in the top 30 Indian cities by pet ownership by end of 2020, noted Ramani. The major pet food ingredients that will rely on the Mars global supply chain include cereals, chicken, egg dried powder, sugar beet pulp and fish oil.

The brand launch was attended by Amala Akkineni, Indian actress and founder/chairperson of Blue Cross of Hyderabad, an animal welfare organization that provides training on pet care, operates community veterinary clinics and rehabilitates stray animals. Akkineni spoke about the Iams brand’s history of bettering pet nutrition and brought attention to her organization’s work in animal welfare for the last 25 years.