Blitz Bureau
NEW DELHI: Mukesh Ambani’s Reliance Industries is now preparing to enter yet another new business sector. Its subsidiary, Reliance Consumer Products (RCPL), is all set to step into India’s fast-growing pet food market. The company is expected to launch its products at nearly half the price of big brands like Nestlé, Mars, Godrej Consumer Products, and Emami.
Reliance has informed distributors and traders that its pet food brand “Waggies” will be priced 20-50 per cent lower than existing competitors.
This is similar to the pricing strategy used for the Campa soft drink launch, offering lower prices to quickly capture market share. Reliance did something similar earlier in the telecom space with Jio.
Challenge to existing brands
Reliance Retail’s consumer products division plans to apply the same Campa Cola strategy to compete with major pet care brands. According to an Economic Times report, Reliance will sell pet food through general trade stores and small-town tier two shops.
A recent report by Redseer Strategy Consultants says India’s pet care industry is expected to double to USD 7 billion by 2028, up from the current USD 3.5 billion. The number of pet-owning households in India has also risen from 2.6 crore in 2019 to 3.2 crore in 2024.
Lower prices for higher share
Reliance Consumer Products offers its items, including soft drinks, juices, energy drinks, water, and staples at prices that are 20-40 per cent cheaper than other major brands. Because of this, many competing companies have started running more promotions, increasing trade margins, or launching smaller and cheaper pack sizes to keep up. However, none of Reliance Retail’s products have yet achieved full nationwide reach.
Reliance’s goal is to expand its entire consumer product range across India by March 2027. The company is focusing on reaching 60 crore everyday customers and partnering with neighbourhood shops by offering good margins without increasing their costs. This strategy is meant to help Reliance strengthen its presence in the Indian market.