Market Growth and Opportunities

India’s pet food industry has experienced notable expansion. In 2024, it reached approximately USD 2.4 billion, with projections estimating it will nearly double to USD 4.6 billion by 2033, at a CAGR of 7.2%. Alternative estimates by TechSci Research project the market will reach USD 1.98 billion by 2030, reflecting a 15.37% CAGR.

Among the fastest-growing segments is natural and organic pet food, valued at USD 178.5 million in 2024, with a projected annual growth rate of 10.7% through 2033.

Growth of D2C Pet Food Brands in India

Direct-to-consumer (D2C) startups are influencing India's pet food sector by offering tailored, vet-supported products, subscription services, and ingredient transparency. These brands leverage digital platforms for direct sales, customer engagement, and convenience.

An example includes a USD 1 million investment by Wipro Consumer Care Ventures in Goofy Tails, indicating rising investor interest in the sector. Similar D2C startups are emerging with clean-label, freeze-dried, and preservative-free pet foods.

D2C models allow companies to control the entire customer experience, from product formulation to post-sale services, supported by online distribution via platforms such as Amazon, Flipkart, Petsy, and Supertails.

Product Trends: Grain-Free, Organic, and Breed-Specific Nutrition

Current product innovations in India’s pet food sector reflect a growing demand for:

• Grain-free and hypoallergenic diets targeting pets with sensitivities.

• Breed-specific and life-stage-specific formulations developed with veterinary guidance.

• Organic and natural ingredients, including turmeric, ashwagandha, and moringa, known for functional health benefits.

The natural pet food market is expected to grow from USD 178.5 million in 2024 to approximately USD 444.6 million by 2033, reflecting strong demand for ingredient transparency and functional nutrition. The organic segment is expanding at a rate of ~11.4% CAGR.

Demographics and Urban Pet Parenting Trends

India’s pet population is estimated at over 38 million and is growing at a CAGR of 9–9.2% through 2027. The rise in pet ownership is largely attributed to urban millennials and Gen Z consumers who view pets as companions, leading to increased spending on health and nutrition.

This trend is fueling demand for products that mimic human food quality—emphasizing ingredient safety, ethical sourcing, and dietary suitability.

Distribution Shifts: Rise of Online and Hybrid Retail Models

E-commerce platforms now contribute to over 30% of pet food sales in India as of 2025. Subscription deliveries, wide assortment access, and doorstep convenience are key factors influencing this growth.

Metropolitan regions such as Mumbai, Bengaluru, Pune, and Hyderabad account for a significant share of demand, supported by higher income levels and greater pet adoption rates.

In addition to online platforms, specialty pet stores and supermarkets offer experiential purchasing and product trial opportunities, especially for premium and veterinary-recommended brands.

Market Outlook and Strategic Implications

• Product development is expected to intensify around organic, clean-label, freeze-dried, and customized diets.

• D2C companies will scale operations through subscription models, digital marketing, and formulation transparency.

• Veterinary endorsements and educational content will be critical to build consumer trust.

• Hybrid distribution models, combining e-commerce and offline retail, will dominate sales channels.

• Urbanization, changing household structures, and rising disposable incomes will further drive premiumization.