Drools

What Drools does

Drools Pet Food Pvt. Ltd. is India's largest pet food brand, holding 38% market share by volume in the domestic pet food category. Founded in 2010 by Fahim Sultan under the IB Group conglomerate in Chhattisgarh, India, the company develops and manufactures veterinarian-formulated dry food, wet food, treats, fresh food, supplements, and a specialized Vet-Pro prescription diet line for dogs and cats across life stages and breed profiles. Its technology stack combines 42 years of inherited animal nutrition expertise from IB Group, veterinarian-formulated recipes built around real chicken and egg as primary ingredients, and a partnership with Tetra Pak deploying Tetra Recart aseptic packaging for the fresh pet food line launched in 2026. Drools operates six manufacturing plants producing over 5,200 tonnes of pet food monthly, with registered operations in Rajnandgaon (Chhattisgarh) and corporate headquarters in Bengaluru.

The company generates revenue primarily through one-time sales of pet food products, reaching ₹500 crore in FY23 with 70% CAGR between FY20 and FY22 and 50% YoY growth in FY24. Go-to-market is omnichannel: direct-to-consumer via drools.com, enterprise field sales to pet specialty stores, large format retail chains and veterinary clinics, a network of channel partners and resellers covering 40,000+ retail stores in India, and export distribution to 22 countries. In May 2025, Nestlé S.A. acquired a minority stake valuing Drools above $1 billion and making it India's first pet food unicorn; the company had previously raised $60 million from L Catterton in 2023.

Name

Drools

Legal name

Drools Pet Food Pvt. Ltd.

Website

https://drools.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Drools is India's largest pet food brand (38% volume share) manufacturing veterinarian-formulated dry food, wet food, treats, fresh food, and prescription diets for dogs and cats, distributed across 40,000+ Indian retail stores and 22 export countries.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH), Functional & Veterinary Diet Pet Food (CRADAFAF), Fresh & Refrigerated Pet Food (CRADAFAC), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Pet Food & Treats Retail (CRALAHAB), Pet Food & Treats Distribution (CRAOAKAA)

Keywords

• Pet food manufacturing
• Dog nutrition products
• Cat food products
• Veterinary prescription diets
• Fresh pet food

Headquarters

HQ city

Raipur

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Pet Food Products: Drools generates revenue primarily through the sale of pet food products including dry food, wet food, treats, fresh food, and prescription diets for dogs and cats. The company achieved ₹500 crore in revenue in FY23 with a 70% CAGR between FY20 and FY22, and 50% revenue growth in FY24.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Drools manufactures and sells veterinarian-formulated pet food products for dogs and cats, including dry food, wet food, treats, fresh food, and prescription (Vet-Pro) diets across India and 22 export markets. The company operates six manufacturing plants producing over 5,200 tonnes of pet food per month and distributes through 40,000+ retail stores, its own e-commerce site, and veterinary clinics, holding approximately 38% volume share of India's pet food market.

Product overview

Drools is India's largest pet food brand offering a comprehensive portfolio of pet nutrition products for dogs and cats. The product lineup includes dry food lines (Daily Nutrition, Focus, Optium, Ultium, Canine Creek), wet food, treats (biscuits, high protein treats, creamy treats, dehydrated treats), and a recently launched fresh food line in partnership with Tetra Pak. For cats, Drools provides dry food, kitten food, cat mousse, treats, cat litter, and supplements. Drools also offers a specialized veterinary prescription diet line called Vet-Pro, addressing conditions including allergies, renal health, gastrointestinal issues, hepatic disorders, joint mobility, obesity management, and skin/coat health for both dogs and cats. The company positions itself on veterinarian-formulated recipes with real chicken and egg as primary ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Vet-Pro: Veterinarian-designed prescription diet product line for dogs and cats, addressing specific health needs including kidney health, weight management, digestive care, joint health, skin and coat support, and hepatic conditions.

Products and services

• Drools Dog Dry Food Range (Daily Nutrition, Focus, Optium, Ultium, Canine Creek) Complete and balanced dry food formulations for dogs across all life stages, including breed- and age-specific options such as Daily Nutrition, Focus, Optium, Ultium, and Canine Creek.
• Drools Dog Wet Food Moisture-rich wet food products for dogs providing hydration and enhanced palatability.
• Drools Dog Treats (Dog Biscuits, High Protein Treats, Creamy Treats, Dehydrated Treats) Treats for dogs including crunchy biscuits for training/rewarding, high-protein treats for muscle maintenance, creamy treats for picky eaters, and dehydrated single-source animal protein treats free from artificial additives.
• Drools Fresh Pet Food Fresh pet food line featuring real ingredients such as chicken and vegetables, turkey, pumpkin, and biryani, packaged in Tetra Pak's Tetra Recart aseptic packaging for shelf-stable fresh nutrition without artificial preservatives.
• Drools Cat Dry Food Complete and balanced dry food formulations for adult cats.
• Drools Kitten Dry Food Specialized dry food formulated for the nutritional needs of growing kittens.
• Drools Cat Mousse Soft, creamy, and highly palatable wet food designed for cats, especially picky eaters, senior cats with dental issues, and cats with digestive sensitivities; available in chicken, tuna, salmon, and ocean fish flavors.
• Drools Cat Treats (Cat Biscuits, Creamy Treats, High Protein Treats) Treat products for cats including crunchy biscuits, smooth creamy treats for fussy eaters, and protein-rich treat options.
• Drools Absolute Salmon Oil Syrup (Cat Supplement) Salmon oil supplement for cats supporting skin and coat health.
• Drools Cat Litter Cat litter products for feline hygiene needs.
• Vet-Pro Prescription Diets for Dogs Prescription diet product line for dogs with medical conditions, including Hypoallergenic (hydrolyzed fish protein), Renal, Gastrointestinal, Hepatic Gravy, Mobility (joint health), Obesity, and Skin+Coat formulas.
• Vet-Pro Prescription Diets for Cats Prescription diet line for cats including Urinary Tract (maintaining pH 5.9–6.1 to dissolve struvite crystals), Cat Adult (complete and balanced with antioxidants, prebiotics, probiotics), and Recovery Gravy (high-energy, easily digestible protein for post-surgery/injury recovery).

Quantifiable outcome

• 38% market share by volume in India's pet food market
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Tetra PakflagshipStrategic or Co-development Partner · 1 October 2024Drools entered the fresh pet food segment through a strategic collaboration with Tetra Pak, supported by a Rs 180 crore investment. The partnership uses Tetra Pak's advanced Tetra Recart aseptic packaging technology to produce fresh pet food products including real chicken and vegetables, turkey, pumpkin, and biryani, aimed at redefining pet nutrition in India.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pedigree (Mars Petcare): One of the most recognized global dry and wet dog food brands owned by Mars Petcare. Directly competes with Drools across mass-market dry food in India and is the primary volume competitor driving India's organized pet food category.
• Royal Canin (Mars Petcare): Premium breed- and life-stage-specific pet nutrition brand from Mars. Competes directly with Drools' breed-specific and prescription (Vet-Pro) lines through veterinary channel distribution in India.
• Nestlé Purina PetCare: World's largest pet care company and now a minority shareholder in Drools. Directly competes across dog and cat food segments globally and increasingly in India, creating strategic overlap with Drools' portfolio.
• Hill's Pet Nutrition (Colgate-Palmolive): Veterinary-recommended therapeutic and science-led pet nutrition brand. Closest global competitor to Drools' Vet-Pro prescription diet franchise in India and globally.
• Farmina Pet Foods: Italy-origin premium natural pet food brand with strong veterinary-channel presence in India. Competes with Drools across breed-specific dry food and growing fresh/frozen segments.
• Whiskas (Mars Petcare): Mass-market cat food brand owned by Mars. Competes directly with Drools' cat dry food, kitten food, and creamy treats across Indian retail and modern trade.

Regional players

• Heads Up For Tails (HUFT): India-based premium pet specialty retailer and house brand. Direct competitor in India for premium positioning and growing private-label pet food that overlaps with Drools' higher-tier products.

Emerging players

• Orijen / Acana (Champion Petfoods): Premium biologically-appropriate dry pet food with growing distribution in India via specialty channels. Targets the same premium-conscientious urban pet owner that Drools' Optium and Ultium lines address.
• Just Dogs (Indian D2C brand): India-headquartered pet brand with growing presence in dog food, treats, and accessories. An emerging Indian competitor that targets a similar premium-conscious urban pet-owner segment as Drools.

Broad incumbents

• Acana Petfoods (Mars via Procter & Gamble heritage): Premium pet food portfolio from a Mars-affiliated portfolio. Represents a larger multinational incumbent with overlapping capabilities in premium dry food and treats categories relevant to Drools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCCKMXjUfW3j1n-0m7xCst7g
• Facebookfacebook.com/IB.Drools
• LinkedInlinkedin.com/company/drools-pet-food
• Instagraminstagram.com/droolsindia/?hl=en
• Xx.com/DroolsIndia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Drools