Drools – India’s Home grown Pet Food Brand soon available in Australia

Drools Pet Food (Pvt.) Ltd, a subsidiary of India's Broiler Group, is expanding its international reach by obtaining an export license to Australia. The company's CEO, Shashank Sinha, announced that the first containers are expected to ship in September. Obtaining approval from Australian authorities took more than a year and a half due to the impact of COVID-19.

Founded in 2010 in Chhattisgarh, India, Drools is part of leading poultry integrator, IB Group, and offers dry dog and cat food in 30,000 outlets for the Indian market. The company holds a 36% market share in India, making it the second largest player after Mars. Together, Drools, Mars and Royal Canin control 85% of the Indian market.

In addition to its domestic market, Drools has already exported to 18 countries, including Israel and Palestine, UAE, Oman, Qatar, Tanzania, Nigeria, Maldives, and Mauritius. The company plans to leverage its manufacturing capacity to export to other regions as well, with plans to exhibit at the Pet Fair South-East Asia in Bangkok in October 2022.

Drools is currently the only company in India with multiple pet food manufacturing plants. The company operates two manufacturing plants for dry pet food with a combined monthly capacity of 4,800 tons. A third facility is set to come online in December 2022, bringing the gross monthly capacity to 7,000 tons. Drools also produces 100g pouch wet dog food and cat food, with a total production capacity of 200,000 units per day.

The Indian market is not a large market for canned pet food, so Drools is focusing on pouches. The company is also the only cat food manufacturer in the country and holds a 45% share of the dry cat food market. Drools is the only company in India to achieve monthly sales of 1,000 tons of dry cat food.

India remains the company's preferred market, but the company continues to explore the possibility of exporting to Russia and Southeast Asia. In addition to its export efforts, Drools is also working to capitalize on demographic changes in the Indian population for the growing pet food market. The company is partnering with veterinary schools across the country to teach fourth graders about responsible pet ownership.