India’s petfood marketis witnessing a significant transformation, driven by increasing demand for natural, grain-free, and clean-label formulations. As more petparents grow conscious abouttheir pets’ health and well-being, the shiftaway from traditional grain-based diets toward protein-rich, allergen-free options has gained momentum. Accordingto the latestdataby Persistence Market Research, the Indiapetfood marketis projected to grow from US$ 773.7 million in 2025 to US$ 1,465.6 million by 2032, registeringanotable CAGRof 9.6%.
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This growth is beingfueled by acombination of risingpetadoption, increased veterinary influence, awareness aboutdietary sensitivities, and agrowingpreference fornatural ingredients sourced ethically and sustainably.
Grain-Free Diets GainingPopularityAmongUrban PetOwners
Grain-free and gluten-freediets have emerged as a preferred choice amongurban Indian pet parents who seek to eliminate fillers and common allergens such as corn, wheat, and soy from their pets’ meals. These formulations are often associated with betterdigestion, skin health, and reduced allergicreactions, especially fordogs with food sensitivities.
Petfood brands are respondingto this trend by rollingoutspecialized diets thatuse alternatives such as sweetpotato, lentils, chickpeas, and brown rice as carbohydrate sources. Protein sources like fish, lamb, and turkey are increasingly beingused to meetthe growingdemand forhigh-meatcontentrecipes.
Companies such as Drools and Farminahave expanded theirofferings with grain-free lines targeted at specificbreeds and life stages. These premium products are tailored forpets with digestive issues, sensitivestomachs, orparticularhealth needs such as jointcare or weightmanagement.
Rise in Demand for Natural, Clean-Label Ingredients
Pet owners are increasingly scrutinizing ingredient labels and opting for products with natural, minimally processed ingredients. The appeal of transparency, ethical sourcing, and absence of artificial colors orpreservatives is drivingthe growth of clean-label products.
Brands like Dogsee Chew and Wiggles are capitalizingon this shift. Dogsee Chew, known forits yak milk-based vegetarian treats, continues to see increasingdemand in metro cities where conscious consumption patterns are influencingbuyingbehavior. Its sweetpotato and apple-infused variants are gainingpopularity amonghealth-focused petparents lookingforwholesome treatoptions.
Wiggles, anotherprominentIndian brand, has introduced condition-specificand preservative-free formulas infused with herbal ingredients liketurmericand moringa. These formulas caterto pets sufferingfrom chronicconditions such as arthritis or renal issues, offeringablend of traditional wellness with modern nutritional science.
VeterinaryRecommendations Boost Adoption
A growingnumberof Indian veterinarians are recommendinggrain-freeand natural diets forpets, particularly fordogs prone to skin irritations, food allergies, and digestive disorders. This is significantly impactingpurchase decisions and encouragingconsumers to seek outpremium, vetrecommended brands.
The rise of digital pethealth platforms has furtherstrengthened this trend. Online retailers such as Supertails and Heads Up For Tails now feature vet-backed dietary plans and consultativeservices that recommend specificgrain-free and allergen-freediets based on breed, age, and health conditions.
E-Commerce Enables Customizationand Access
The rapid growth of online retail is enablingeasieraccess to specialized petfood products, including grain-free and natural options. With an expected 31.6% marketshare in 2025, online channels are leadingin terms of both sales volume and customerengagement.
Consumers are leveragingdigital platforms to compare ingredientlists, read reviews, consult experts, and subscribe to monthly delivery services. This digital shiftis particularly notable in metropolitan regions likeBengaluru, Mumbai, and Delhi, where tech-savvy petparents value convenienceand customization.
Regional Insights: Westand South India Dominate
WestIndiais forecasted to lead the marketwith a 33.6% share in 2025. Cities like Mumbai and Pune are witnessingincreased demand forpremium, natural formulations due to high petadoption rates and urban lifestyles thatprioritize health and hygiene.
South India, led by Bengaluru, Chennai, and Hyderabad, is also showingasignificantpreferencefor grain-free and functionaldiets. These cities are characterized by ahigh concentration of dual -income families, greaterawareness of pethealth, and an openness to experimentwith advanced petcare solutions.
Functional and Preventive NutritionTakes CenterStage
Beyond addressingallergies and sensitivities, grain-freeand natural petfoods are now seen as preventivehealth solutions. Products designed forspecifichealth goals such as jointhealth, skin nourishment, guthealth, and immunesupport are beingincreasingly favored by consumers who seek to extend theirpets’ quality of life.
Functional pet foods enriched with prebiotics, omega-3 fatty acids, glucosamine, and antioxidants are becomingmainstream. Companies like Drools and Nestlé Purinaare incorporatingthese ingredients into theirpremium offerings, while also ensuringpalatability and digestibility.
Price Sensitivityand ConsumerEducation Pose Challenges
Despite risingdemand, the higherprice points of grain-freeand natural products remain achallenge, particularly in tier2 and tier3 cities. With raw material prices increasingby 15% to 20% between 2022 and 2023, companies have had to raise retail prices, makingaffordability abarrierformany first-time petowners.
Consumereducation is also akey hurdle. Many petparents still rely on traditional homemade diets and are unfamiliarwith the benefits of specialized formulations. Brands are addressingthis through influencermarketing, educational campaigns, and samplinginitiatives.
Key Market Developments andLaunches
Several majordevelopments have taken place in response to the growingpreference forgrain-free and natural petfood:
In April 2025, Godrej PetCare launched “Godrej Ninja,”adog food brand focused on gut health and immune supportwith grain-free options.
In March 2025, Avanti PetCare partnered with Thailand’s Bluefalo Group to introduce anew line of cat food, includingnatural formulations tailored forIndian petpreferences.
In September2024, Growel Group launched “Carniwel,”apetfood brand with grain-free and high-meat-contentproducts ataffordable prices forthe premium nutrition segment.
Future Outlook
The Indiapet food marketis expected to continue its growth trajectory, with natural and grain-free formulations becomingmainstream. As pethumanization deepens and health consciousness rises, demand forclean-label, transparent, and function-driven diets will shape the futureof petnutrition in the country.
Brands thatinvestin innovation, affordability, and digitalengagementare likely to gain a competitiveedge. With the convergence of health, sustainability, and convenience, the next generation of petfood products will notonly nourish butalso elevate the overallwellness of pets in Indian households.