Pedigree India

What Pedigree India does

Pedigree India is the Indian market presence of Mars, Incorporated's global Pedigree dog food brand, operating as a wholly-owned subsidiary with approximately 122 employees based in Hyderabad, Telangana. The company sells a comprehensive portfolio of dog nutrition products spanning dry food, wet food in gravy, dental care chews (Dentastix), and a wide range of treats organized under multiple sub-brands including PEDIGREE Pro, PROCARE, Tasty Jerky, Biscrok, Ranchos, Tasty Minis, Tasty Bites, and Mother & Babydog Starter. Product formulations are developed in collaboration with the Waltham Petcare Science Institute and incorporate proprietary functional ingredients such as L-carnitine, glucosamine, prebiotic MOS, and sodium tripolyphosphate, organized into life-stage and breed-size formulas including Vitality 3 for senior dogs and Growth 3 for puppies.

The business operates a consumer packaged goods model, generating revenue primarily through direct-to-consumer e-commerce sales via pedigree.in and a mobile app, with product-led acquisition supported by free-sample campaigns aimed at first-time dog owners. The company segments its offering by life stage (puppy, adult, senior), breed size (small, medium, large), and specific conditions (pregnant/lactating mothers, dental care), addressing distinct nutritional requirements within the Indian dog-owning population. Go-to-market is community-led via the PEDIGREE Club platform, which delivers expert content, webinars, events, and the S.H.A.P.E dog health assessment tool, supported by an active presence across Facebook, Instagram, YouTube, and Twitter/X.

As a brand subsidiary of Mars, Incorporated, a privately-held, family-owned American conglomerate, Pedigree India benefits from global R&D infrastructure, established supply chains, and brand equity, but operates without independent financial disclosure typical of public subsidiaries. Pricing, distribution breadth beyond DTC, and detailed financial performance are not disclosed in the source material.

Name

Pedigree India

Legal name

Mars, Incorporated

Website

https://pedigree.in

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Pedigree India is the Indian subsidiary of Mars, Incorporated's global Pedigree brand, selling dry food, wet food, treats, and dental chews for puppies, adults, and senior dogs through DTC e-commerce, a mobile app, and the PEDIGREE Club community platform.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industry

Pet Treats & Chews (AFADAFAF)

Keywords

• Dog food products
• Pet nutrition
• Dog treats
• Canine dental care
• Pet food manufacturing

Headquarters

HQ city

India

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Dog Food Product Sales: Revenue generated through the sale of dog food products across multiple categories: dry dog food, wet dog food (gravy pouches), dog biscuits and treats, dental care products, and specialized PRO/PROCARE formulas. Products are sold in various pack sizes (Bag, Pouch, Can) targeting different life stages and breed sizes.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels9 records

Core offering

Pedigree India manufactures and sells a comprehensive portfolio of dog food and treat products across dry food, wet food, dental chews, biscuits, and jerky formats. Products are formulated for puppies, adult, and senior dogs across small, medium, and large breed sizes, with premium PEDIGREE Pro and PROCARE lines developed in collaboration with the Waltham Petcare Science Institute. The portfolio is sold directly to pet parents in India through the company's official website and supported by the PEDIGREE Club community platform.

Product overview

Pedigree India offers a comprehensive portfolio of dog food products and treats organized across multiple sub-brands. The core offerings include PEDIGREE® Dry Dog Food and PEDIGREE® Wet Dog Food (including Gravy Packs) providing complete and balanced nutrition for puppies, adult dogs, and senior dogs across all breed sizes. The premium tier includes PEDIGREE® Pro Dry Dog Food, developed with Waltham Petcare Science Institute, offering specialized formulas for small/large breed adults, senior dogs, puppies, and pregnant/lactating mothers. The specialized PEDIGREE® PROCARE line addresses specific health needs. The treats portfolio spans DENTASTIX™ for dental care, TASTY JERKY, BISCROK™, RANCHO™ and TASTY MINIS for training and rewarding, and the Tasty Bites sub-brand featuring chewy cubes and bones. Pedigree Mother & Babydog Starter serves the reproductive life stage. All products are sold across multiple packaging formats (bag, pouch, can) and flavor varieties.

Differentiator

Problem solved

Functional benefit

Brands

• PEDIGREE® Pro: Professional grade dry dog food formulated for puppies, adult dogs, and mothers/pups with specialized nutrition including DHA for brain development, omega fatty acids, and quality protein.
• PEDIGREE® PROCARE
• DENTASTIX™
• TASTY JERKY
• BISCROK™
• RANCHOS™
• TASTY MINIS
• PEDIGREE® Tasty Bites
• Pedigree Mother & Babydog Starter
• Pedigree Gravy

Products and services

• PEDIGREE Dry Dog Food Dry kibble dog food formulated for complete and balanced nutrition, available for puppies, adult dogs, and senior dogs across small, medium, and large breed sizes.
• PEDIGREE Wet Dog Food Wet dog food in gravy format with chunks of chicken and liver, designed for hydration and easier chewing, suitable for dogs of all life stages.
• PEDIGREE Dog Biscuits and Treats Biscuits and treats including BISCROK, TASTY MINIS, TASTY JERKY, and RANCHO lines, available in multiple flavors such as Roasted Lamb, Barbecued Chicken, Grilled Liver, Chicken, Vegetables, Lamb, Meat, Liver, Bacon, Duck, and Egg.
• PEDIGREE Pro Dry Dog Food Expert nutrition range developed with Waltham Petcare Science Institute, featuring specialized formulas for puppies, adult dogs (small and large breed), senior dogs, and pregnant/lactating mothers with high protein, adapted kibble size, and specialized ingredients such as Growth 3 Formula and Vitality 3 Formula.
• PEDIGREE PROCARE Dry Dog Food Specialized dry dog food formulated for specific health needs, including adult large breed formulas (3kg pack) with STPP for dental health support and tailored nutrition.
• DENTASTIX X-shaped dental chew treats scientifically proven to clean hard-to-reach teeth, reduce tartar build-up, and support gum health in dogs.
• PEDIGREE Tasty Bites Soft and chewy treats available in two formats: Chewy Cubes (Lamb Flavour) and Chewy Bones (Smoked Chicken Flavour), suitable for dogs of all breeds and sizes including puppies over 4 months of age.
• Pedigree Mother & Babydog Starter Complete, balanced and wholesome meal for pregnant and lactating mothers as well as weaning puppies aged 3 to 12 weeks old, made with high-quality ingredients including chicken, rice and milk.
• Pedigree Gravy Pack Pack of 5 wet food pouches containing chunks of chicken and liver (for adults) or only chicken (for puppies) in gravy, designed to provide complete and nutritionally balanced meals with moisture content over 70% for hydration.
• Pedigree PRO Senior Dog Food Expert nutrition formulated for ageing dogs (7 years onwards) with the Vitality 3 Formula containing L-carnitine for metabolism support, glucosamine for joint health, adequate protein, fat, fibre, vitamins, minerals, antioxidants, and prebiotics.

Quantifiable outcome

• 100% Complete & Balanced Nutrition - Dogs receiving 2.5x Calcium, 1.3x Vitamin E, 3.5x Zinc compared to adult humans when compared on nutritional requirements
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 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.

• Waltham Petcare Science InstitutecoreStrategic or Co-development PartnerWaltham Petcare Science Institute serves as the scientific partner for Pedigree product development. As a world-leading authority on pet care and nutrition, Waltham provides the research foundation for Pedigree's product formulations including the Vitality 3 Formula for senior dogs, Growth 3 Formula for puppies, and dental health studies for Dentastix products.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Pedigree_India
• YouTubeyoutube.com/channel/UCDqI8U3GGicW3_f_IdqO7ww
• Facebookfacebook.com/PedigreeIndia
• Instagraminstagram.com/pedigree_india
• LinkedInlinkedin.com/company/pedigree-india

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Pedigree India