Robert Menzies, CEO of Godrej Pet Care at the launch of pet care brand Godrej Ninja on Monday | Photo credit: Bijoy Ghosh
Godrej has entered the 6,000 crore pet care market. Prior to National Pet Day (April 11), Godrej Pet Care (GPC), a subsidiary of Godrej Consumer Products Ltd, launched its new brand Godrej Ninja on Monday.
Designed to strengthen your pet’s gut health and immunity, it competes with some of the established brands, such as pedigree and drooling.
500 crore investment
The company has invested 500 crores in its venture over the next five years. This includes the Nasik manufacturing plant, which produces around 30,000 tonnes of pet food each year, says Robert Menzies, CEO of GPC. “We expect to earn around 500 crores of revenue from the pet care business over the next five years,” he told the newspaper.
The pet care market is a sunrise category, estimated at 6,000 crores, of which 5,000 crores are said to be pet food. The pet care category has the potential for strong double-digit growth over the next few decades, Menzies told the newspaper. He added that there is a lot of potential for nearly 30 million pets to grow in nearly single digits.
Despite increasing pet ownership in India, the penetration of packaged pet food remains low. Currently, around 10% of Indians own pets, of which only 10% have packaged food, but only 40%.
When choosing Tamil Nadu for the All India launch, Menzies said the state has parents of 2-3 million parents and an ecosystem of emerging infrastructure, such as veterinarians, specialized retailers and pet-friendly cafes, is well developed.
Busy in the Tennessee market
Tamil Nadu is also a key market for the pro-Godrej Consumer Products Ltd, which has locations for brands such as Cinthol and Goodknight. The group recently launched a Mega Factory in Chengalpatu district, with many of the group’s innovations in the state, including fabricid detergent, sintl foam, body wash and shampoo hair colours.
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Godrej Ninja is available for both puppies and adult dogs in three convenient pack sizes. For adult pet dogs, pack options are 100 g for £20, 1 kg for £239, and 3 kg for £610. For puppies, the available sizes are 100 g for £20, 1 kg for £259 and 3 kg for £640, the release from GPC says.
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Released on April 7, 2025
