Purina, a group company of the global food major Nestle SA, had test- marketed Purina products in India during 2000 through a Delhi-based distributor Garg Company. The company has now reappointed Garg Company as the sole distributor for India and has contracted Nestle India for providing marketing support.
Starting with the first launch in the Delhi and NCR region, the products will be rolled out in other markets in a phased manner, a company press release said.
The pet food and petcare products market in India is estimated to be worth over Rs 908 million. The market, however, in the country is almost synonymous with dog food so much so that the percentage of households owning a dog has increased steadily over a period, rising from 14 per cent in 1998 to 16 per cent in 2002. That said, demand for prepared pet food remains largely untapped, as only about 10 per cent of dog owners feed their pets prepared food.
Comments Purinas sole distributor for India Mr Suresh Agarwal, With an increase in nuclear families, changing lifestyles and a requirement for convenience products, the demand for petcare products is also growing. Traditionally, pets in Indian homes are given daal, roti and subzi cooked for the family. But with growing awareness and realisation that animals have different constitutions, pet owners have started buying foods that are scientifically developed and more suited to fulfil the
nutritional needs of their pets.
Purina Dog Chow and Purina Cat Chow which are being launched in India have been developed at the Purina Technology Centre at St Louis and are manufactured in Hungary. Purina products will be available at Vet Clinics, pet stores and at departmental stores that have a section for pets. These products are initially being launched in 3 kg and 15 kg packings for Dog Chowboth Adult and Puppy variantsand 400gm packs for Cat Chow.