Competitors of drools:

1. Pedigree
2. Royal Canin
3. Whiskas
4. Purina

Pedigree, Royal Canin, Whiskas and Drools together command over 60% of the India’s pet food
Market. Purina Petcare has a 3% share in the segment.

Some other companies in the market are:

1. Stylam Sydney
2. Cargill
3. Farmina (Russo Mangimi Group)
4. Bharat International Pet Foods
5. Agro Food Industries
6. Himalaya Drug Co.

Competition SWOT Analysis:

• Strengths
1. Customer Trust:

• Brands like Pedigree has been able to gain customer trust through its
product quality, credible endorsements, etc.

2. Deep Understanding of Customer Needs:

• A lot of customers cannot express what they want, so targeting the pet
owner and their perception of what their pet needs and positioning the
product as easy to consume balanced pet food has been able to define
exactly what customers wants is one of the biggest strengths.
3. Emotional Advertising Campaigns:
• It is well known that advertisements of brands like Pedigree, Royal Canin
and Whiskas often strike an emotional chord in the minds of pet owners.
Especially, Pedigree has been able to take place in the minds of the
customers through its advertisements.

• Weakness:
1. Expensive:

• Brands such as Royal Canin and Pedigree are perceived to be expensive by

the customers and they would rather prefer home made food for their pets
instead of store-bought pet food.

2. Poor Customer Review on social media:

• Customers are very sceptical about what they feed their pets. Especially on
social media, there is a lot of criticism about packed food for pets, as the
customers prefer home made food.
 3. Side effects:
• Certain category of pet foods by other brands like Royal Canin Maxi Adult
Pellet Dog Food have had some side effects on the pets
4. Poor taste and smell:
• Certain categories of pet food by some of the brands like Pedigree Adult Dry
Dog Food, Famina N&D Ancestral Grain Dry Dog Food are perceived to have
bad taste and smell.
5. Not suitable for all breeds:
• Certain pet foods are not suitable to all the breeds.

• Opportunities:
1. Growing demand for pet food:

• There is an increase in the number of families owning pets. The information

overload from the Internet and social media has made people more
conscious about the well-being and health of their pets. This has made the
customer focus on quality pet foods.

2. Increasing sales prospects in the emerging economies:

• Countries like India, China and Brazil are going to be the most lucrative
markets for pet food in the next decade. The upwardly mobile population
and increasing awareness of importance of balanced nutrition will increase
demand for branded pet food
3. Weight management of Pets:
• The pet owner has become more aware of the management of weight in
pets. When pets are fed regular home cooked food it is difficult to evaluate
if they are balanced in terms of calories and nutrition.

• Threats:
1. Increasing Competition:
• The competition in the pet foods markets is growing. The frequency of
purchase for pet foods is as high as FMCG products and the industry is
known to drive frequency of consumption through better formats. Hence, it
makes sense for them to leverage this opportunity.

2. Substitution:
• Pet foods are popular only amongst the urban elite population. For most
other regions and demographic types, pet food still continues to be
synonymous with home cooked food. Thus, this becomes a substitute for
pet food since it cheaper and easier to procure