Reliance Aims for Mass Market with Aggressive Pet Food Pricing
In a bold move set to reshape India's rapidly expanding pet care industry, Reliance Consumer Products (RCPL) is gearing up to launch its new brand, Waggies, into the pet foods market. According to individuals with direct knowledge of the plans, the company intends to deploy an aggressive pricing strategy that will undercut established major brands by a significant 20% to 50%.
The 'Value-Led' Playbook: A Strategy for Rapid Scale
RCPL has reportedly informed its distributors that the launch of Waggies will follow the same value-led playbook successfully used during the reintroduction of Campa Cola. The primary objective is to achieve rapid scale by making the products widely available. The distribution plan focuses on general trade and semi-urban outlets in key tier-2 markets, directly targeting the heart of India's consumer base.
This low-price approach is a hallmark of RCPL's strategy across its portfolio, which includes soft drinks, juices, and staples. The company typically prices its products 20–40% lower than incumbent players, a tactic that has already forced competitors to respond with increased promotions, better trade margins, and the introduction of smaller, more affordable packs.
Targeting 600 Million Mass-Market Consumers
The strategic vision behind this push was articulated by T Krishnakumar, a director at Reliance’s consumer products division. In a recent interview, he emphasized that the company's focus is squarely on the "600 million consumers at the mass end" of the market. A key part of this strategy involves working closely with neighbourhood stores by ensuring they receive attractive margins.
While RCPL has made significant inroads in various categories, it is important to note that none of its brands have yet achieved national status. However, the company has set an ambitious target to make its entire consumer portfolio available across the nation by March 2027.
A Market Poised for Explosive Growth
Reliance's entry is timed to capitalize on a period of remarkable growth for the Indian pet care sector. A report from Redseer Strategy Consultants projects that the market is on track to double in size, reaching $7 billion by 2028, up from its current valuation of approximately $3.5 billion.
This growth is fueled by a substantial increase in pet ownership. The number of pets in India has surged to 32 million in 2024, a significant jump from 26 million in 2019. Beyond basic ownership, the market is being driven by trends like premiumisation and subscription-led services for food, grooming, and healthcare.
The current pet-care landscape is populated by established players such as Pedigree, Purina, Supertails, and Royal Canin, alongside dynamic startups like Heads Up For Tails and Drools. The entry of a deep-pocketed giant like Reliance with a disruptive pricing model is likely to intensify competition and potentially redefine market dynamics, making premium pet care more accessible to a broader segment of Indian society.
