Carniwel Redefines Indian Pet Food Market with Premium, Affordable Nutrition

In a market divided between low-cost, nutritionally inadequate products and unaffordable premium brands, Carniwel is emerging as a game-changer in the Indian pet food industry. Launched by Growel, a leader in the fish feed segment for over 30 years, Carniwel offers premium nutrition at an accessible price point. With its focus on innovation, research-driven development, and market gap analysis, the brand is addressing a critical void in the growing sector.

The Indian pet food market has traditionally been split:

• Low-cost options under Rs 200 with inadequate nutrition.
• Premium products priced over Rs 800, unaffordable for many.

Carniwel bridges this gap with offerings priced around Rs 400–500 per kg, delivering premium-quality nutrition at a value-driven price.

Product Innovation and Differentiation

Carniwel’s range uses fresh proteins like chicken, lamb, and krill, combined with superfoods like spirulina to:

• Enhance digestibility.
• Boost immunity.
• Improve coat health.

Notably, Carniwel is the first brand in India to introduce a complete vegetarian pet food line, catering to the country’s large vegetarian population. This unique offering meets the needs of vegetarian households, which account for an estimated 14–17% of pet-owning families.

J. S. Rama Krishna, Business Head, Growel, shared:
"Our use of fresh proteins improves digestibility and ensures pets receive effective nutrition. Our vegetarian range is a standout innovation, addressing a neglected market need."

Sales and Distribution Strategy

Carniwel adopts a dual-channel strategy, utilizing both online and offline platforms to maximize reach:

• Online sales: Platforms like Amazon, Flipkart, and Supermart are driving growth, projected to contribute 20% of sales this year and up to 35% by 2026-2027.
• Offline retail: A robust network of 2,500 stores supports large-bag purchases, with partnerships across metro citiesand emerging markets.

By March 2024, Carniwel plans to distribute 2 million samples, aiming for a 3–4% conversion rate to drive repeat purchases.

Geographical Expansion

Carniwel’s retail strategy targets metro cities like Bangalore, Mumbai, Hyderabad, Delhi, and Pune, contributing 35% of total sales. Emerging markets in Gujarat (10%) and states like Karnataka, Andhra Pradesh, and Uttar Pradesh are also performing well. Surprisingly, Jammu & Kashmir has shown significant growth.

The brand’s regional contribution is distributed as follows:

• North, South, and West India: Each account for 30% of sales.
• East India: Contributes 10%.

Future Prospects

Despite the growth of the commercial pet food market, 80% of Indian pets still rely on home-cooked meals, leaving ample opportunity for brands like Carniwel. Currently contributing 90% of Growel Group’s pet food revenue, Carniwel targets Rs 500 crore in sales by 2030, potentially achieving the milestone earlier.

The brand plans to expand its offerings with 130 SKUs by mid-2024 and nearly 200 SKUs by 2025, including specialized dietary products and new protein variants.

"Carniwel’s innovative approach and commitment to quality position us as a leader in India’s evolving pet food market,"added Rama Krishna.