How Drools Became India’s Biggest Pet Food Company

From a Small Chhattisgarh Factory to a $1 Billion Unicorn — This Is India’s Most Tail-Wagging Success Story

Think about this: an entrepreneur from Chhattisgarh, India, asked a simple yet profound question: “Why would your pet eat something you wouldn’t eat yourself?” This single question formed the core of the philosophy of Drools Pet Food, which later went on to become the largest Indian pet food brand in India. Currently, it is a unicorn company worth over $1 billion (₹8,300 crore+)!

Here are some amazing figures that show its success:

• 38% market share by volume in the Indian pet food industry
• Six manufacturing plants make over 5,200 tonnes of pet food every month
• 40,000+ retail stores across India, and sales via Amazon, Flipkart, and quick-commerce sites
• Exporting products to 22 countries, including the UAE, Australia, Saudi Arabia, and Israel
• ₹500 crore of revenue in FY23 with a mind-boggling CAGR of 70% between FY20 and FY22
• 4th unicorn of India in 2025, following the acquisition of a minority stake by Nestlé SA in May 2025

The Beginning: A Humble Start in 2010

Drools Pet Foods was founded in 2010 by Fahim Sultan in Rajnandgaon, Chhattisgarh, definitely not a future billion-dollar brand. It was a company within IB Group, a poultry company that was spread across the center of India and active in the poultry business. It was formally separated and incorporated as an individual entity by September 2018.

What did they possess from the very start? They had access to high-quality chicken protein through IB Group, which made Drools Pet Foods a better choice than any imported brand that had the same issues.

Drools’ business idea was rather simple. They offered science-based nutrition at affordable prices. They believed that while premium foreign brands were focusing on catering to rich pet parents, India’s dog and cat owners ran into the millions.

India Pet Food Market at a Glance

India’s pet care market is still in the nascent stage of growth, with plenty of opportunities available. Only 29% of the dogs are being fed commercial pet food daily, leaving 71% of dog owners to tap into the huge opportunity.

The major growth drivers for India’s pet food sector are:

• Pet humanization – Pet owners view their dogs as part of the family
• Urbanization – Small living spaces, single-child families, and an increasing number of pet adoptions.
• Disposable income growth – Increased spending on premium dog and cat foods
• Expansion of Quick commerce – 10-minute deliveries make it easier to replenish pet food stocks
• Pet food recommendation by veterinarians – Veterinary professionals recommending pet foods

Drools’ Secret Weapons: What Made It Win

1. The “Affordable Premium” Strategy

Drools was able to crack a code, which very few firms can accomplish, placing itself between local feeds, which are inexpensive but low in quality, and pricey foreign brands. Drools provides high-protein dog food containing real chicken as the first ingredient and is affordable even for middle-class Indians.

The value-for-money pet food positioning helped Drools win the hearts of millions of first-time pet owners.

2. Multi-Brand Portfolio for Every Pet Parent

Not a one-brand company, Drools has established a multi-brand range of pet foods. Today, the Drools range includes:

The extensive portfolio of over 650 SKUs of wet foods, dry kibble, treats, supplements, and even cat litter leaves little room for competition in India’s pet market.

3. Omnichannel Distribution — The Real Game-Changer

Perhaps one of the major drivers behind the success of Drools is its formidable distribution network, which includes sales through:

• General trade: Kiranas, pet shops, grocers
• Modern trade: Supermarkets, hypermarkets
• Veterinary clinics: To capture the influence of vet recommendations on purchase decisions
• E-commerce: Amazon, Flipkart, Meesho
• Quick commerce: Blinkit, Zepto, Swiggy Instamart
• D2C website: Direct-to-consumer website

The omni-channel pet food retailing strategy ensures that while a shopper in Mumbai can buy from Blinkit, his counterpart in Tier 3 cities can purchase from the local pet shop, all of whom will have Drools available at the point of sale.

4. Manufacturing Powerhouse

The company’s manufacturing capabilities are impressive for a homegrown pet food startup Indian brand. The company owns six state-of-the-art manufacturing facilities that feature:

• Monthly production of more than 5,200 tonnes of pet food
• A 1.6 million square foot warehousing system
• More than 3,400 workers, of whom 1,800+ work on sales
• Estimated annual manufacturing capacity of about 89,400 metric tons

Drools’ Funding Timeline

This move marked a landmark for Drools since it was the PE firm of the luxury group LVMH. It demonstrated the rapid growth of the pet food startup ecosystem in India. The $60 million investment went into building production capacity, logistics, and marketing.

Then came the big bang: In May 2025, Nestlé SA, the Swiss food multinational company whose pet care division is Purina (contributing more than CHF 18.9 billion in sales annually), bought a minority interest in Drools. 

Drools vs. The Competition: Where It Stands

Market Share Snapshot

Despite Drools’ dominance in terms of volume market share, premium international products continue to hold a higher market value share. Drools has 38% market share by volume compared to 17% market value share, which suggests the next step for the company: pushing customers towards premium options.

The Pet Humanisation Trend: The Wind Beneath Drools’ Wings

A brand never grows in isolation. Drools has taken advantage of what is arguably one of the most significant consumer trends affecting the market today – pet humanisation.

• Increase in preference for natural ingredients for pet food and grain-free pet food.
• Preference for wet pet food and high-protein pet food snacks.
• Life stage-based diets like puppy food, senior dog food, and kitten food.
• More emphasis on pet digestives, coat conditioners, and joint supplements.
• Increased interest in buying pet food recommended by veterinarians.

The success of Drools has largely been attributed to the fact that it is well-placed to capitalise on these changing consumer preferences. Its focus on vet-pro pet food lines, prescription pet food, and breed-specific dog food has helped the company climb the price ladder alongside the pet parent.

The Bottom Line

From its humble beginnings in a Chhattisgarh plant to becoming the world’s first pet food brand unicorn in India, the journey of Drools is an example of building a brand. While there were plenty of Western brands in the market that it could copy, it took the extra effort to understand the Indian pet parent’s financial ability, quality expectations, preference for convenience, and penchant for pampering their pets.

It came a long way from behind the multinationals, who had had 30 years of experience and outdistanced, outpriced, and outlocalized everyone else, one kibble at a time.

The dog may be a man’s best friend, but it can safely be said that in India’s pet industry, Drools has managed to establish itself as the pet parent’s best buddy. With a valuation of $1 billion and backing from Nestle, the company certainly deserves its position at the top of the bowl.

FAQ 

1. Who owns Drools Pet Food? 

Drools Pet Food ownership: Drools was established by Fahim Sultan in 2010 and received backing from L Catterton. The company received a minority stake in Nestlé SA as of May 2025.

2. What is Drools’ market share in India?  

Drools Pet Food market share in India: Drools enjoys an impressive market share of 38%, making it the largest pet food brand in India.

3. Is Drools a unicorn company? 

 Yes, Drools became India’s first pet food unicorn company in May 2025, achieving over $1 billion valuation post-Nestlé SA minority stake investment.