Wipro Launches ‘HappyFur’ as it Expands into India’s Growing Pet Food Market

According to recent media reports, Wipro Consumer Care & Lighting, the consumer division of Wipro Enterprises, is planning to launch a new brand called "HappyFur" to compete in India's rapidly expanding pet food industry. According to the sources, the Bengaluru-based company is anticipated to introduce its pet food products in the upcoming six to twelve months.

According to documents from the Ministry of Commerce & Industry, the business was granted permission to use the trademark "HappyFur" on July 7 of this year. As per the report by IMARC Group, the move indicates a broader push by major Indian companies into the rapidly increasing pet food category, a $2.4 billion market that is rising at a rate of more than 15% annually as pet ownership rises in urban areas. Heavyweights like Reliance Consumer Products, which introduced its low-cost Waggies brand this month, highlight how the market is evolving from a specialised, import-led market to a more expansive consumer battlefield.

Foreign Players Dominating India’s Pet Food Market

While domestic brands like Drools, Wag & Love, Heads Up For Tails, and Himalaya have been gradually increasing market share, international majors like Mars (Pedigree, Whiskas) and Royal Canin presently hold a dominant position. After making its initial investment in the market earlier this year, Wipro is now launching its own brand. Its venture capital division, Wipro Consumer Care Ventures, invested $1 million in Delhi-based digital-first pet nutrition company Goofy Tails as a pre-Series A investment in June.

The investment came before the introduction of a second fund worth INR 250 crore and limited the deployment of its Fund I. Before committing to a full-scale launch of its own brand, Wipro will use this deal as a market test to evaluate early consumer behaviour, product gaps, and the category's development potential.

Reliance Business Strategy to Lead Pet Food Sector

Reliance began selling dog food under the Waggies pet food brand earlier this month. According to the company, Waggies would provide "global quality at affordable prices," with prices starting at INR 199 per kg, which is about 20–50% less than competitors worldwide. Nevertheless, media reports also claimed that, for unknown reasons, Reliance's Waggies launch was postponed by roughly two months.

According to these reports, the company will start with a partner from Chennai and is dependent on outside producers. As part of a phase-2 expansion into the pet food market, it also plans to eventually sell cat food. Reliance's strategy, which disrupts pricing instead of competing with premium incumbents like Mars or Nestlé Purina, is similar to its previous strategies with Jio in telecom and Campa in soft beverages.

In an attempt to turn this unorganised market into branded customers, the business is focusing on the 90% of pet-owning households in India that still feed their pets home-cooked meals. According to media sources, the corporation intends to scale in southern India initially before moving north.