Godrej Expands Portfolio with Launch of Pet Food Brand Godrej Ninja

Key Points

1. Launch of Godrej Ninja: Godrej Consumer Products, through its subsidiary Godrej Pet Care, has launched a new pet food brand called Godrej Ninja in Tamil Nadu. This marks the company's entry into the pet food market.

2. Product Features: Godrej Ninja offers scientifically formulated dry dog food designed to enhance gut health and immunity. It contains 37 essential nutrients, including vitamins, omega-3 fatty acids, phytonutrients, probiotics, prebiotics, and polyphenols.

3. Investment Plans: Godrej Pet Care plans to invest Rs. 500 crore in the pet care sector over the next five years. This includes setting up a manufacturing facility in Nashik with an annual production capacity of 30,000 tonnes.

4. Market Potential: The Indian pet care market is valued at Rs. 6,000 crore, with pet food accounting for Rs. 5,000 crore. Despite low market penetration, the segment is expected to experience double-digit growth.

5. Target Market: The initial focus is on the southern market, particularly Tamil Nadu, before expanding nationwide. Tamil Nadu is chosen due to its significant number of pet-owning households and established veterinary networks.

6. Pricing and Availability: Godrej Ninja is available for both puppies and adult dogs in three pack sizes: 100g, 1kg, and 3kg. Prices start at Rs. 20 for the 100g pack.

• CEO Statement: Robert Menzies, CEO of Godrej Pet Care, emphasized the company's long-term commitment to the pet care sector, leveraging expertise from Godrej Agrovet and Godrej Consumer Products.

• Market Growth: The pet care sector is seen as a high-growth area with the potential for sustained double-digit growth due to increasing pet ownership in India.

• Partnership and Manufacturing: Godrej Agrovet will serve as the manufacturing and R&D partner for Godrej Pet Care, utilizing its expertise in animal nutrition.