INDIA: Mars plans to roll out pet food brands after extensive market research found niche

After extensive market research, US confectionary-pet food giant Mars has decided to launch a number of pet food brands in India, including the Pedigree and Pedigree Pal dog foods and cat foods Sheeba and Whiskas . Mars has already launched Pedigree in Bangalore and Hyderabad, and is confident in its decision to roll out pet food products to other cities, believing that there is huge market potential in India for canine food. The company said the product would enter the market in 500bm and 1.5kg packets, and if it proves popular, it might establish a manufacturing unit to produce Pedigree in India.

March 21, 2001

After extensive market research, US confectionary-pet food giant Mars has decided to launch a number of pet food brands in India, including the Pedigree and Pedigree Pal dog foods and cat foods Sheeba and Whiskas.

Mars has already launched Pedigree in Bangalore and Hyderabad, and is confident in its decision to roll out pet food products to other cities, believing that there is huge market potential in India for canine food. The company said the product would enter the market in 500bm and 1.5kg packets, and if it proves popular, it might establish a manufacturing unit to produce Pedigree in India.

The cat food brands will be launched through Effem India, a wholly owned subsidiary that already manufactures the company’s chocolate brands Mars, Milkyway and Snickers.