Growel Group enters pet food market with Carniwel launch

Based in Hyderabad, India, Growel Group, which has been in the aquaculture feeds, aqua healthcare and seafood processing industry since 1994, announced a strategic expansion into the growing pet food sector with the launch of its new pet food brand, Carniwel.

The company said Carniwel aims to meet the rising demand for premium pet nutrition at affordable prices. The brand offers a diverse selection of high-quality, highly palatable pet foods tailored to meet the evolving needs of pets at every life stage, from puppies and kittens to senior pets, including options for even the pickiest eaters.

"Formulated in the United States with over 50 years of expertise in animal nutrition and carefully adapted for the Indian market by Growel's inhouse team, Carniwel meets stringent global standards for premium quality and safety," said M.S.R Karthik, promoter group, Growel, 

Karthik said the Indian pet food market is on track to surpass $1 billion by 2027, with a CAGR of over 25%. "This surge is driven by increasing pet adoption, evolving consumer preferences towards high-quality nutrition, and rising disposable incomes among urban households," said Karthik. "As we strive to make the pet food industry self-sufficient and domestically robust, we are set to commence exports in the coming months. We are committed to supporting the nation's efforts in this growing sector."

Premium pet food category with superfood ingredients

The new line is enriched with superfoods like Antarctic krill, algal oil and spirulina, which provide vital proteins, Omega-3 fatty acids, and antioxidants to support cognitive development, immune function, and skin and coat health. Notably, Carniwel is said to be the first in the industry to incorporate fresh proteins such as chicken, lamb, and fish in nearly all of its products while keeping prices accessible.

"As the number of pet food brands continues to grow, a noticeable gap remains for high-quality food at affordable price points," noted J.S. Rama Krishna, business head, Growel Pet Nutrition. "Carniwel is the only brand in India that includes 'fresh meat' and 'superfoods' in its recipes, perfect for both dogs and cats."

Acknowledging that over 30% of Indian households are vegetarian, Carniwel also offers a comprehensive range of vegetarian pet food options. Manufactured in India, these products are crafted with high-quality, nutritious ingredients to provide a balanced diet for pets, catering to diverse dietary preferences.

Carniwel provides a range of products tailored to the specific needs of both small and large breed dogs. Their pet food is available in various pack sizes and is suitable for different life stages, from puppies and kittens to adult and senior pets.

• Small breed dogs: Fresh Chicken and Fresh Lamb and 100% Pure Veg Superfoods lines offer tailored nutrition for small breeds, supporting brain development, weight management, dental health, digestion, immune function, and skin and coat health for puppies and adults up to 20 kg (44 pounds).
• Large breed dogs: Fresh Chicken & Lamb and 100% vegetarian Superfoods ranges provide comprehensive nutrition for large breeds, enhancing brain development, joint support, digestion, immune strength, and skin and coat health for puppies and adults up to 75 kg (165 pounds).
• Cats (kittens and adults): Carniwel's premium cat food includes Ocean Fish & Krill, Fresh Fish & Shrimp, and Fresh Chicken formulas, promoting digestive health, a healthy coat and a robust immune system for kittens, while supporting hairball reduction, digestion and heart health for adult cats.

"Our proprietary blend of essential nutrients and vitamins supports the holistic health of pets at different life stages," said Krishna. "Each recipe guarantees flavor and taste without compromise, scoring 96% palatability as per extensive trials of over 1,000 pets.

"With the launch of Carniwel, we are committed to offering pet owners a diverse range of products that cater to the specific needs of their pets, from brain development and joint support to weight management and skin and coat health," Krishna added. "Made with high-quality ingredients that are also GMO-free, our aim is to ensure pets receive the best possible nutrition, with all products proudly made in India."

Growel products can be found in over 4,000 pet outlets, supported by a distribution network spanning 200 cities as well as an omnichannel presence.

Adapted from a press release.