Hyderabad, India-based Growel Group, a seafood processor and aquafeed manufacturer, has entered the pet food space with the launch of its new Carniwel brand.
Growel Group is marketing the brand as containing proteins such as chicken, lamb, and fish typically reserved for the super-premium segment while offering competitive pricing.
“Post-Covid, the bond with pets has strengthened tremendously, leading to an evolution in pet parenting. This shift reflects an increased understanding of the emotional and mental benefits pets provide as companions, leading to more evolved needs for their care,” the company said in a press release. “Recognizing this phenomenon, Growel Group has launched Carniwel, a new line of pet food, that meets the growing demand of pet nutrition, falling under the category of premium nutrition without being heavy on pocket for pet parents.”
Some Carniwel food will contain Antarctic krill to provide additional omega-3 fatty acids and antioxidants, which Growel Group said will aid cognitive development, immune system function, and skin and coat health. Carniwel will also feature meat-free recipes in recognition that more than 30 percent of Indian households follow a vegetarian diet.
“With the launch of Carniwel, we are committed to offering pet owners a diverse range of products that cater to the specific needs of their pets – from brain development and joint support to weight management and skin and coat health,” Growel Pet Nutrition Business Head J.S. Rama Krishna said. “Made with high-quality ingredients that are also GMO-free, our aim is to ensure pets receive the best possible nutrition, with all products proudly made in India."
Growel’s products are already sold in more than 4,000 pet-focused stores across India and are exported to 20 countries.
"Formulated in the U.S. with over 50 years of expertise in animal nutrition and carefully adapted for the Indian market by Growel's in-house team, Carniwel meets stringent global standards for premium quality and safety,” Growel Promoter Group Lead M.S.R Karthik said. “The Indian pet food market is on track to surpass USD 1 billion [EUR 900 million] by 2027, with a CAGR of over 25 percent. This surge is driven by increasing pet adoption, evolving consumer preferences toward high-quality nutrition, and rising disposable incomes among urban households. As we strive to make the pet food industry self-sufficient and domestically robust, we are set to commence exports in the coming months. We are committed to supporting the nation's efforts in this growing sector."
Elsewhere in Asia, pet sales in China have surged, resulting in exponential growth in the country’s pet food market.
