LEADING THE PACK IN PET CARE INNOVATION

Setting a benchmark with a $60m investment from L Catterton, SHASHANK SINHA, CEO of Drools Pet Food, talks of the industry's appeal to investors, the benefits of the startup surge, and the brand's visible role in this thriving industry

- Ojasvi Nath

Drools Pet Food asserts its dominance in the pet foods industry, with its 38 per cent market volume, worth 17 per cent in value terms. Achieving remarkable financial milestones, the company earned Rs 500 crore in revenue in FY2023, with projections soaring to Rs 700-750 crore for the current fiscal. Furthermore, Drools recently got a significant boost, raising $60 million in funding from L Catterton, consequently valuing the company at a substantial $600 million. In an interview with BW Businessworld, Shashank Sinha, CEO of Drools Pet Food, discusses the company’s role in transforming pet care, the influence of investments on industry growth, and the brand’s strategies for leveraging investor interest to drive future expansion and innovation.

Transforming Pet Care

Drools has spearheaded a transformation in the pet care industry by emphasising quality nutrition in response to the trend of treating pets as family. We offer a wide range of products for different dietary needs, life stages, breeds, and health requirements, ensuring top-notch ingredients and strict quality control. Our “Back of the Pack” campaign encourages pet owners to understand the listed ingredients in pet food for essential nutrients.

We ensure nationwide accessibility through e-commerce, including quick commerce platforms for swift replenishment, and strong distribution in retail channels including specialty stores, veterinary clinics, supermarkets, and pharmacies. Besides, digital advertising is key to our marketing, helping us reach a broad audience, along with collaborations with celebrities, veterinarians, and breeders to educate pet parents on balanced nutrition.