Drools
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.
- Company typePrivate
- Founded2010
- HeadquartersRaipur, India
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Drools firmographics
Firmographics- 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
Drools industry classification
Industry- 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
Where Drools is headquartered
LocationHeadquarters
- HQ city
- Raipur
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Drools business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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
Drools product offering
Product offeringCore 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
Companies that use Drools
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Drools technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Drools partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Tetra PakflagshipDrools 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
Drools competitors and assessment
Company assessmentDirect 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
Drools social profiles
Digital presenceDrools financial estimates
Financial estimateRevenue estimate
Valuation estimate
Drools leadership team
Management profileNumber of profiles
Profiles2 records
Drools funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Drools M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Drools
What does Drools do?
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.
Is Drools a public or private company?
Drools is a private company. It is classified as corporate owned and is currently operating.
When was Drools founded?
Drools was founded in 2010. It employs 501 to 1,000 people.
Where is Drools based?
Drools is headquartered in Raipur, India, in the Asia region.
How does Drools make money?
One revenue line is on record: pet Food Products.
Who are Drools's main competitors?
Direct peers on record are Pedigree (Mars Petcare), Royal Canin (Mars Petcare), Nestlé Purina PetCare, Hill's Pet Nutrition (Colgate-Palmolive), Farmina Pet Foods and Whiskas (Mars Petcare). Heads Up For Tails (HUFT) is listed as a regional player. Emerging players are Orijen / Acana (Champion Petfoods) and Just Dogs (Indian D2C brand). Acana Petfoods (Mars via Procter & Gamble heritage) is listed as a broad incumbent.
Does Drools have an API?
No public API is recorded for Drools.
What industry is Drools in?
Drools's product category is Pet Food. Its primary akta.pro industry code is AFADAFAA, Dry Pet Food (Kibble), with a secondary code of AFADAFAH, Veterinary & Therapeutic Pet Diets (Prescription). Its NAICS code is 311111 and its SIC code is 2000.