Godrej Consumer enters pet food market with new brand Ninja

The company has earmarked an investment of Rs 500 crore over the next five years to fuel this foray

by e4m Staff
Published: Apr 9, 2025 6:27 PM | 2 min read

Godrej Consumer Products Ltd. (GCPL) has ventured into pet care industry with the launch of its dog food brand, Ninja. Housed under its newly established subsidiary, Godrej Pet Care, Ninja has made its market debut in Tamil Nadu and is slated for a nationwide rollout in the coming months.

With the pet food segment currently valued at Rs 5,000 crore, GCPL sees strong growth potential in the category and is planning an aggressive push. The company has earmarked an investment of Rs 500 crore over the next five years to fuel this foray. A significant portion of this investment will go towards setting up a dedicated manufacturing facility in Nashik, which will have an annual production capacity of 30,000 tonnes.

Speaking to the media, Robert Menzies, CEO of Godrej Pet Care, noted that the broader pet care industry in India is estimated at Rs 6,000 crore, with pet food accounting for the lion’s share. “Pet care is a sunrise category, and we see tremendous opportunity ahead. With nearly 30 million pets in the country and that number growing at high single digits, the sector is poised for sustained double-digit growth over the next few decades,” Menzies said.

Through its entry into this segment, GCPL aims to capture a significant share of the market and is targeting Rs 500 crore in revenue from Ninja over the next five years. The company will initially focus on the southern market before scaling operations across the country, tapping into rising demand for quality, locally-manufactured pet food products.