Drools has a dominant position in domestic pet food with 38% share: Dr Shashank Sinha

Drools, India’s only MNC pet food company, was established in 2010 by Fahim Sultan and is the flagship brand of Drools Pet Food Pvt Ltd. With a focus on nutrition, health and welfare of pets, Drools was born to bridge a gap and ensure that all pets received the right kind of clean ingredients with wholesome balanced nutrition. The production of pet food for dogs and cats began in 2010 and Drools today, is one of the fastest growing pet food brands in South Asia with large product ranges developed with international quality standards.

Export led growth has been a dominant paradigm for Drools and the company has seen exponential growth in the last decade. The first consignment of Drools Daily Nutrition Dry Dog Food and Dry Cat Food was exported to Sri Lanka in the year 2012 and then to Kathmandu, Nepal within the same year.

At present Drools exports to 22+ countries and some select countries in the African continent. What started as a bare minimum product line has now expanded to Premium Dog Food, Economy Brand Packs, Treats, Supplements in addition to Dry Dog and Cat Food.

In an exclusive interaction with Adgully, Dr Shashank Sinha, CEO, Drools Pet Food, talks about the growth in the pet care industry in India, leveraging celebrity associations to amplify campaign effectiveness, marketing strategies, and more.

Could you provide some background on Drools Pet Food and its mission in the pet care industry?

Drools is a healthy, balanced, and nutritious pet food brand, Set up in 2009 to focus on nutrition, health and welfare of pets, Drools was born to bridge a gap and ensure that all pets received the right kind of clean ingredients with wholesome balanced nutrition.

Being India’s only MNC pet food company, Drools feeds the maximum number of pets in the country and consistently delivers a wide range of assortment across the price ladder that meets the evolving needs of discerning pet parents in India. Holding a dominant position in the domestic pet food market with a 38% share, Drools has expanded its influence globally, reaching consumers across 26 countries. Our dedication to enriching the lives of pets and their owners is unwavering, underscored by a strong commitment to quality, sustainability, and active community engagement.

How important do you think awareness about pet care and nutrition is in today’s society? In what ways can increased awareness benefit both pet owners and pets themselves?

Understanding and addressing the unique nutritional needs of pets is crucial for responsible pet ownership. Proactive measures like regular vet visits, timely vaccinations, and a balanced diet are key aspects of preventive pet healthcare. It is vital to recognise the distinction between home-cooked and commercial pet food. While home-cooked meals add a personal touch, pets require nutrition specifically formulated for them. Dog and cat foods are designed to meet the distinct dietary needs of each species, and these needs vary based on factors like age and health conditions. Being aware of these differences enables responsible pet owners to make informed choices, ensuring the overall health and well-being of their beloved companions.

Celebrities often have a significant influence on public opinion. How do you see them contributing to raising awareness about responsible pet ownership and pet health?

In India, celebrity endorsements wield significant influence, as people often value the guidance of celebrities they look up to. This provides an excellent avenue for educating consumers to make informed decisions. In our collaborations with celebrities and influencers, our focus extends beyond merely promoting the brand; we aim to enlighten customers and empower them to make wise choices. Leveraging the influential reach of these celebrities, we aim to educate a wider audience about the importance of providing pets with a balanced and nutritious diet for their overall well-being. This strategic approach not only aligns with our brand's mission but also taps into the celebrities’ power to shape public perceptions and behaviours.

How can the pet care industry work together with celebrities to overcome potential obstacles in promoting responsible pet ownership?

Collaboration between the pet care industry and celebrities holds immense potential in overcoming obstacles and promoting responsible pet ownership. Celebrities, as influential advocates, can participate in awareness campaigns, leveraging their reach to disseminate accurate information on pet nutrition, healthcare, and responsible ownership practices. By working together, the industry and celebrities can amplify messages of empathy, compassion, and the essential responsibilities tied to pet ownership.

How can brands like Drools effectively collaborate with celebrities without it appearing purely as a marketing strategy?

At Drools, our collaboration with celebrities transcends mere marketing strategies; it’s a genuine commitment to the well-being of pets. We seek partnerships based on shared values and a mutual dedication to pet welfare and nutrition. Our collaborations go beyond promotional activities, involving celebrities in meaningful initiatives such as awareness campaigns, charitable contributions, and community engagement events. By integrating these influential figures into our brand narrative authentically, showcasing their sincere involvement in pet care causes, Drools aims to convey a shared purpose with our celebrity partners.

In the age of social media, how do you envision leveraging platforms to spread awareness about pet care?

In today’s social media-driven landscape, spreading awareness about pet care involves utilising platforms effectively. Drools is dedicated to empowering pet owners through social media platforms like LinkedIn and Instagram by sharing expert opinions and educational content. We collaborate with veterinarians and nutritionists to provide valuable insights on dog and cat nutrition. Our interactive sessions encourage engagement and foster a supportive community among pet parents, while tailored dietary guidelines help them make informed choices.

How can celebrity endorsements or partnerships help in promoting these innovations to a wider audience?

Celebrity endorsements and partnerships play a pivotal role in catapulting innovations into the spotlight and reaching a wider audience. Leveraging the star power of celebrities Drools has effectively utilised these collaborations to create increased visibility for its pet care initiatives. These well-known personalities not only bring attention to Drools’ innovative campaigns, but also add a layer of credibility and trust, influencing their vast fan bases to consider responsible pet ownership practices.

Furthermore, Drools’ initiatives such as partnering with Kartik Aaryan for a heartwarming campaign and addressing Janhvi Kapoor’s concerns about her pet-dog Panda’s eating habits showcase a unique and personal approach. This not only captures the audience’s attention but also creates a relatable and authentic connection between celebrities and the brand’s innovations.

Beyond social media, how can celebrities actively engage with local communities to promote responsible pet ownership?

Driven by a firm commitment to societal well-being, Drools actively engages in various animal welfare initiatives. Prioritising the health and nutrition of community pets, we consistently contribute to local NGOs and animal shelters by providing essential pet food supplies. Collaborating frequently with celebrities, we extend our support through donations to these organizations. This not only enhances our credibility but also champions the cause of quality nutrition through the influence of well-respected advocates.

What do you see as the future trends in the pet care industry, and how can celebrities play a role in shaping these trends?

Pet adoption in India has skyrocketed, reaching 32 million pets with a 12% annual growth. The trend of adopting stray animals, especially among millennials and Gen-Z, is expected to continue. Personalised nutrition, premium and personalised pet food products and nutrition, advanced healthcare technologies, sustainable and eco-friendly products, and an increased emphasis on mental and emotional well-being for pets are expected to be prominent. Celebrities can play a pivotal role in shaping these trends by leveraging their influence to promote responsible pet ownership, endorse innovative and sustainable pet products, and advocate for advancements in pet healthcare. Their engagement in social media and awareness campaigns can significantly impact public perceptions and preferences, contributing to the evolution of a more conscientious and progressive pet care industry. Celebrity endorsements can bring attention to emerging trends, influencing consumer behaviour and contributing to the overall positive development of the pet care landscape.