Reliance Consumer Products is gearing up to enter India’s fast growing pet care industry with its new pet food label called Waggies. The move signals Reliance’s intent to build a strong position in yet another consumer category, this time by targeting the country’s expanding community of pet owners. The company is preparing to introduce Waggies at prices that could be twenty to fifty percent lower than the top players already in stores. This is a familiar playbook for Reliance, which has often relied on sharp pricing to quickly secure market share.
India’s pet care space has grown steadily in the last five years as more households adopt dogs and cats and choose packaged food over home cooked options. Industry trackers estimate that organised pet food sales have been rising by double digits every year, helped by rising incomes and a shift in attitudes toward pet nutrition. With Waggies, Reliance is betting that value driven pricing will appeal to first time buyers as well as long time pet parents looking for more affordable choices.
Market leaders will likely face strong pressure if Reliance launches Waggies across its wide retail network. Reliance already enjoys a deep presence through JioMart, Smart Bazaar and its other chains, giving it the ability to scale quickly. Analysts believe the entry of such a large player could spark a fresh round of competition in a category that has so far been dominated by a few global brands.
If Waggies manages to win trust on quality while keeping costs low, the pet food aisle might soon look very different from what it is today.
