Business EconomyPosted at: May 20 2024 8:16PM


Growel forays into Pet Food industry segment, to invest Rs 80-100 crore in next 5 years

Hyderabad, May 20 (UNI)Hyderabad-headquartered Growel Group, a leading player in Aquaculture feeds, formulation, and the seafood processing industry, on Monday announced its strategic move by diversifying into the rapidly growing pet food Industry with the launch of two new brands – Fullr and DatGud.
We will invest between Rs 80-100 crore in this new segment in the next 5 years to grab the Indian pet food market, which is projected to cross one billion dollars by 2027, said J.S. Rama Krishna, Business Head for Pet Food at Growel Group, in a press conference here.
The treats segment will continue to drive the industry growth, reaching about ₹1900 - ₹2000 crore by 2027 from the current ₹650 crores, he informed.
Post Covid, an overwhelmingly large segment of pet owners identifies themselves as pet parents, he said in research initiated by the Growel group with over 1000 respondents, about 91 percent of people consider a pet to be a ‘Member of the family’. This is leading to a need for healthier, more nutritious options for pets, not only in food but also in treats.
Recognizing this emerging trend, Growel is strategically positioned to meet the demand by emphasizing top-tier nutrition that is both accessible and economical for pet parents, he said.
Manufactured using cold-pressed technology; Fullr treats retain maximum nutrition promoting optimal health and vitality. With the tagline "Full on Nutrition”, Fullr sets a new standard for pet treats, prioritizing health without compromising on taste, he claimed and adding that DatGud offers a delectable range of biscuits in a variety of flavours, like smoky barbeque, smoky lamb, and chicken and egg, that are sure to tantalize your pup's taste buds.
Intended to be more than just treats, DatGud biscuits are fortified with essential vitamins and minerals, blending supreme taste with nutrition, he added.
Speaking on the occasion, M.S.R Karthik, Promoter Group, Growel said, " With dog ownership becoming increasingly popular, the market for dog treats is also experiencing substantial growth. It's anticipated that by 2027, dog treats will comprise about 35 percent of this market, indicating their significance in meeting the needs and preferences of pet owners.”
Growel Group’s entry into the pet food industry marks a significant step, he said the company has achieved impressive results, with an annual revenue surpassing Rs 2000 crores.
Currently, we have four manufacturing units including two aquaculture formulations units in Hyderabad (Telangana) and one each plant relating to Growel Feed and Growel Processor at Singarayapalem comes under Krishna District of Andhra Pradesh, he informed.
Growel’s feed plant's current capacity to produce 400,000 MT of various aqua feeds. It produces a wide range of aqua feeds for freshwater and marine fish, he informed.
Without disclosing the investments, he said that another two units are under construction – Aqua feed at Odisha and another Processor unit at Singarayapalem (Andhra Pradesh), he said.
The company has meticulously developed an impressive distribution network for its core business offerings, extending its reach to over 173 districts across 26 states in India. Additionally, its products are exported to 20 countries, further solidifying its global presence, he said..
“With Fullr and DatGud available across 1800-2000 outlets, supported by a robust distribution network spanning 185-300 cities, we are ensuring widespread availability of our products’, he added.
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