PETFIT

Pet Health & Nutrition

Prem Bhatia
Changing the Pet Nutrition landscape GM21CMM023
 PET CARE INDUSTRY
IN INDIA

• Estimated pet population in India –

29 mn
• Dogs, Cats, Turtles, Birds, Rabbits
• Industry size in 2021 – Rs 25000
mn
• Pet food – Rs 22840 mn  85%
dog food
• Projected to reach – Rs 55000 mn
by 2025

*Sources: Figures as of 2021, Business Standard, Financial Express, Euromonitor, Bonafide Research & Marketing
 PET OWNERSHIP

Reasons people adopt: Raising pets requires:

• Loneliness • High quality pet care
• Status symbol • No compromise
• Stray animals
 SCOPE & CHALLENGES
CHALLENGES:
• Ignorance in mass audience
regarding pet health
• Low calorific value of pet food
• Low pet food supply in India
• Low nutrient content of packaged
pet food
SCOPE:
• Increasing pet humanization
More demand
• Increasing ownership for pet food
• Willingness to spend
• Reach of e-commerce
• Increasing awareness on healthcare
• Fill the supply gap of pet food in the
country
 BUSINESS & OPERATING MODEL

PHASE 1:
PRODUCT:

• Fresh out of the stove

• No preservatives, no artificial flavours

• Fresh organic veggies and healthy meat

• Food can be stored up to 4 days

• Customizable meal plans, treats

TECHNOLOGY: REVENUE:
• Web booking platform • Made to order meals
• Mobile app on-the-go
• Novelty food

OPERATIONS: • Subscription
• Cloud kitchens
• Door to door delivery within 5 km radius
• Sourcing: directly from farms
PHASE 2:

PRODUCT:

- Multivitamin add-ons / dietary supplements

TECHNOLOGY:

- Collar device for tracking health

- Mobile app for data collection, vet consultation
- Diet as per data collected

OPERATIONS:

- Business extension: hospitality customers - pet menu for cafes

- Zero wastage goal, NGO tie-up to feed street animals

 Target Market

01
Pet owners across all income groups with the ability to spend Rs 300 a day
will buy the product.
18-65 years

Reasons to Purchase

02
Growing concern for pet health & life expectancy as well as convenience
will encourage purchase of the products.

ASSUMPTION How will we operate?

Own and operate cloud kitchens in major cities. The company’s core

03 capabilities include understanding pet health & producing nutritious

S
products via a platform-based service. Good marketing and customer
service drive the company’s brand value.

Value Creation
The company creates value by studying pet health & analyzing data

04 generated by devices. The raw materials used & the end products are
organic and are delivered directly to the consumer. The aim - to reduce
carbon footprint, achieve zero food wastage & cater to local pet food
demand.

Competition

05
50% of the pet food is imported – Mars, Royal Canin, Hills. These brands
are mass brands that focus on packaged low-quality food.
 COUNTER ASSUMPTIONS

Target Market Value Creation

1
Even though there are income groups
with the ability to spend Rs 300 a day
on pet food, they may still opt for
cheaper alternatives.
Pet owners prefer consulting pet
nutritionists / veterinarians directly and
cooking the advised meals at home for
their pets.
4
Competition
Reasons to Purchase

2
Every pet owner does care immensely about the
pet’s health, however, purchasing a well-known
international brand’s food in bulk from an
online portal or supermarket may be more
convenient.
Well-known brands with huge marketing assets can
work with veterinarians to develop high nutritional
pet food at lower costs. 5
Operational Capabilities

3
There is an acceptance since this
company is the only one delivering
preservative free, freshly cooked
meals, in the right proportions, to the
doorstep.
 RESOURCES
ASSETS KNOWLEDGE CAPABILITIES

Tangible Intangible Tangible Intangible Tangible Intangible

Goodwill & Customer

Product Data Interpretation Observation Automation Skills
Service

Human Resources R&D and Data Customer response Sales & Marketing Expertise

Equipment Technology Product performance Scalability

Inventory Patents & Processes

ASSETS KNOWLEDGE CAPABILITIES

01 Data – pet health, food
Technology – app, web platform, logistics,
tracking device
Product – new items, quality improvement,
meeting demand
Goodwill – market & customer related
R&D – upgrade, advancements
Customer Service – relationships with
customers, partners
02 Data Interpretation – for product improvement
Customer – feedback, redressal, insights
Product acceptance and performance
Observation – of food experts, pet health
experts over the years –> relations, emotions,
surroundings
03 Automation – upgrading production, booking,
customer support
Sales & Marketing – training, sales force, target
marketing, customer expansion
Scalability – place, volumes
Skill & Expertise – veterinarians, nutritionists,
food scientists
 SHaRP ANALYSIS
RESOURCE SPECIFIC HARD TO COPY RARE PRECIOUS

Asset (Patents) High High Medium High

Asset (R&D) High Medium High High

Asset (Product) High Low Medium High

Asset (Technology) Medium Low Medium Medium

Knowledge (Observation) Medium High Low High

Capability (Scalability) High Medium Low High

Capability (Expertise) High Medium Medium High

THANK