Premium quality dog food that is affordable sounds like an oxymoron, but for the pet food division of the Allana Group, it is their ticket to the fair: an US$872.16 million Indian pet food market with an underserved premium segment and a mass of price-sensitive consumers.
In April 2024, Allana proved that a low-priced premium dog food is possible by launching Bowler's Nutrimax that it claims is made of high-quality ingredients at budget price. A quick check at Amazon India shows a 3kg Bowler's Nutrimax for adult dogs at 1,899 Indian rupee or about US$22.60.
Premium quality dog food that is affordable sounds like an oxymoron, but for the pet food division of the Allana Group, it is their ticket to the fair: an US$872.16 million Indian pet food market with an underserved premium segment and a mass of price-sensitive consumers.
In April 2024, Allana proved that a low-priced premium dog food is possible by launching Bowler's Nutrimax that it claims is made of high-quality ingredients at budget price. A quick check at Amazon India shows a 3kg Bowler's Nutrimax for adult dogs at 1,899 Indian rupee or about US$22.60.
If this is still expensive for some, Allana also sells Nutrimax in economy size bags and gives away trial packs so consumers can see for themselves the long-term benefits of premium nutrition—and decide to give their dogs a food upgrade.
“There is indeed an upper middle range category catering to price-sensitive consumers who seek better-quality pet food without paying premium prices. Allana is well-positioned in this category by offering human-grade, nutritious ingredients at affordable prices,” Raghvendra Rao, CEO of Allana Pet Food Solutions, told Petfood Industry.
In cost-conscious markets, offering value-for-money products is crucial, said Rao. Citing a 2022 survey that showed 50% of Indian pet owners from tier II and tier III cities prefer buying in bulk to save on costs, Rao added that understanding regional and economic factors will help them deliver products that meet the needs of the market and ensure the Nutrimax line remains relevant and appealing across the country.
The Indian pet food market is projected to be worth US$2.13 billion by 2032 with a compound annual growth rate (CAGR) of 18%. Mars (Pedigree) and Nestle (Purina) are lording the market, but Rao said Allana is positioned to compete by focusing on premium, human-grade ingredients, leveraging its advanced manufacturing capabilities, and providing affordability while ensuring premium quality.
“We are building a competitive edge through regional partnerships, eco-friendly packaging, and targeting both mid-range and premium segments,” he added.
Allana's state-of-the-art pet food manufacturing plant in Telangana, India, said to be the biggest in Asia, is its other formidable asset with a 10 tonne/hour capacity to make extruded dry dog and cat food. The plant is worth Rs 200 crore (about US$23.8 million)
“This allows us to compete with global giants by maintaining high standards while keeping costs manageable,” Rao said.
Other products under Allana's Bowler brand that resonate with Indian pet owners includes treats, chews and other kinds of dog food. Allana exports its pet food products to over 80 countries.
Approximately 75% of pet owners in India have dogs and the official pet dog count to date is 31 million, said Rao. India is the most populated country in the world with over 1.4 billion people.
