Wipro Invests in Goofy Tails, Fueling Expansion in India’s Pet Food Market

The Indian pet industry is witnessing a surge in investments as both established corporations and new-age startups recognize its immense potential. With urbanization, rising disposable incomes, and a shift in consumer attitudes—where pets are increasingly regarded as family members—the sector is evolving from a niche market to a mainstream consumer industry. This transformation has attracted a wave of investors eager to tap into the lucrative opportunities presented by pet food, wellness, grooming, and lifestyle services.

Now, Wipro too is joining the bandwagon of investors who see the pet industry as a promising business to enter. Wipro Consumer Care Ventures, the venture capital arm of the Wipro group, has marked its debut in the pet care segment by investing in Goofy Tails, a digital-first pet nutrition brand based in New Delhi. This investment is part of Goofy Tails’ pre-Series A funding round, totaling over $1 million, and brings the startup’s overall capital raised to $2 million. Goofy Tails has already served more than 200,000 pets across India through major online marketplaces, quick commerce platforms, and its own website.

Wipro’s move is significant as it underscores the growing investor confidence in India’s pet care market, which is projected to reach $1.7 billion by fiscal year 2031, with dog food accounting for 70% and cat food for 30% of the market. The broader pet care industry is expected to double in value by 2028, driven by premiumization, digital innovation, and the humanization of pets. As more pet parents seek high-quality, nutritious, and innovative products, brands like Goofy Tails are well-positioned to capitalize on this trend, leveraging both investor support and strategic partnerships to expand their reach and offerings.

This investment also marks Wipro Consumer Care Ventures’ 15th overall and third in 2025, fully deploying its first fund and paving the way for the launch of its second fund with a corpus of ₹250 crore (about $29.1 million). With Wipro now on board, the Indian pet industry is set for accelerated growth, innovation, and heightened competition among both domestic and international players.

What long-term growth prospects does this trend suggest for India’s pet industry?

The trend of growing investments in India’s pet industry, including the recent entry of major players like Wipro, signals robust long-term growth prospects for the sector. Several key factors underpin this outlook:

• Rapid Market Expansion: The Indian pet care industry is projected to reach INR 2.1 trillion (about $25 billion) by 2032, growing at a compound annual growth rate (CAGR) of 20%. Even more immediately, the market is expected to double in value by 2028, potentially exceeding $7 billion.

  
  

• Rising Pet Ownership and Humanization: Pet ownership is surging, with an estimated 100 million pets in India by 2025, of which 30 million are in urban households. Pets are increasingly seen as family members, driving demand for premium food, healthcare, grooming, and lifestyle products.

  
  

• Premiumization and Digital Innovation: Millennials and Gen Z consumers are shaping the market with preferences for organic, specialized, and tech-enabled pet care products. The rise of e-commerce and digital platforms is making it easier for pet owners to access a wide range of products and services, further accelerating growth.

  
  

• Investment and Startup Ecosystem: The sector is attracting significant investment and fostering a vibrant startup ecosystem, with companies offering innovative solutions in pet health, nutrition, and services. This influx of capital and entrepreneurial activity is set to drive further innovation and market expansion.

  
  

• Sustainability and Niche Opportunities: There is a growing emphasis on sustainability and eco-friendly products, with Indian consumers showing a preference for environmentally conscious pet care options. Additionally, specialized services such as pet insurance, mobile grooming, and wellness programs are gaining traction.

  
  

Challenges and Opportunities

While the industry faces challenges such as inconsistent regulatory standards and the high cost of veterinary care, these also present opportunities for improvement and innovation. The expansion of pet-friendly infrastructure and services, along with increased awareness of pet health and nutrition, will further support long-term growth.

Conclusion

The trend of increased investment in India’s pet industry, exemplified by Wipro’s entry, suggests a future of sustained, high growth. The market is expected to expand rapidly, driven by rising pet ownership, premiumization, digital innovation, and a strong consumer shift toward viewing pets as family members. These dynamics position the Indian pet industry as one of the most promising and dynamic segments of the country’s consumer economy.