Reliance Consumer Products is entering India’s growing pet food market with a new brand called Waggies.
The company plans to sell Waggies at prices 20–50% lower than big names like Nestlé, Mars, Godrej, and Emami. This strategy could start a price war in the industry.
Waggies will be available in neighborhood stores, especially in smaller cities and towns. Reliance aims to reach a large number of consumers, offering good trade margins to store owners to encourage sales.
The Indian pet care market is expanding quickly. Experts expect it to double to $7 billion by 2028, up from $3.5 billion now. Rising pet ownership is driving this growth — the number of pets in Indian homes has increased to 32 million in 2024 from 26 million in 2019.
Existing big brands like Pedigree, Purina, and Royal Canin may need to rethink their pricing as Reliance brings in this low-cost option.
Reliance has successfully used aggressive pricing in other markets before, and now it plans to do the same in the pet food sector.
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