Newsletter
Big money is pouring into India’s pet economy.
Last year, Reliance launched its pet food brand “Waggies,” Godrej committed ₹500 crore to build its own pet care business, and startups like Supertails raised $30 million to expand vet services.
Even homegrown brand Drools is investing ₹180 crore to push into fresh pet food. For a category that was once limited to local pet shops and basic kibble, this kind of attention signals something big is changing.
Let’s first understand, how big is this opportunity?
ndia’s pet care market today sits at roughly $3.5 billion, with about 32 million pets across the country. The market is expected to double to nearly $7 billion by 2028. And more importantly, India is still at a very early stage compared to global markets.
In developed countries, over 70–90% of pet nutrition comes from packaged food. In India, that number is still under 10%, and in some estimates even closer to 3–5%. That gap is what investors are really betting on.
It is not just about how big the market is today, but how much of it is still unorganized and waiting to be captured.
India is moving from being a country of pet owners to a country of pet parents. Younger urban consumers, especially millennials and Gen Z, are treating pets like family.
That means spending is no longer limited to feeding animal scraps at home. It now includes premium food, grooming, toys, healthcare, and even birthday cakes and spa sessions.
This shift shows up clearly in the numbers.
Pet healthcare alone accounts for about $1.8 billion of spending, making it the largest segment. Grooming adds another $0.6 billion, while food and other categories contribute roughly $0.5 billion each.
And this is just the visible layer. Beneath it sits a fast-growing ecosystem of services like boarding, training, insurance, and digital vet consultations.
The internet is accelerating everything.
E-commerce platforms are seeing explosive growth in pet categories, with some reporting over 50% annual growth and nearly doubling of online sales in FY25.
Quick commerce platforms like Zepto and Instamart are now delivering pet food and supplies in minutes, making it easier for consumers to shift from unorganized to branded products.
But the most interesting layer is how the market itself is evolving.
Earlier, the focus was on basic survival needs like food. Now, the category is moving toward preventive healthcare, specialized nutrition, and premium experiences. Fresh pet food, breed-specific diets, and supplements are becoming more common.
Startups are building full-stack ecosystems that combine e-commerce, clinics, telehealth, and diagnostics into one platform.
Even the government is starting to pay attention. Industry estimates suggest India’s pet population could cross 100 million by 2035, and the pet food market alone could grow from around $720 million today to $2 billion over the next decade.
But there are still challenges. The sector lacks clear regulatory standards, GST on pet food remains high, and veterinary infrastructure is limited, with only a few thousand practicing vets across the country.
And yet, that is exactly what makes the opportunity so compelling. This is not a mature market where growth comes in small increments. This is a market where entire categories are still being built from scratch.
So when big companies, startups, and investors all start chasing the same space, it is usually a sign that something deeper is happening. In India’s case, the pet economy is quietly transforming from a niche hobby into a full-fledged consumer industry.
And if current trends hold, the next time you walk into a pet store, you might not just see food and leashes. You might see a glimpse of India’s next big consumption story.
