Growel Group Enters Pet Food Category with the launch of “Carniwel”

Hyderabad: Growel Group on Thursday announced its strategic expansion into the rapidly growing pet food sector with the launch of its new pet food brand “Carniwel”.

This product provides a diverse selection of high-quality products with super high palatability tailored to meet the evolving needs of pets through their life stages. Our product range offers nutritious and delicious balanced food for pets at every life stage, from puppies and kittens to seniors - even for the pickiest eaters. Our goal is to make the pet parenting journey a celebration.

As a first in the industry, this product incorporates fresh protein in almost all products, including fresh chicken, fresh lamb, and fresh fish - a feature typically reserved for the super-premium segment - while offering these at prices that are easy on the budget.

Recognising that over 30 per cent of Indian households follow a vegetarian diet, this product has introduced an extensive range of vegetarian pet food. Crafted with high-quality, nutritious ingredients and manufactured entirely in India, it offers a complete, balanced diet for pets while staying true to our commitment to catering to diverse dietary preferences.

MSR Karthik, Promoter Group, Growel, said, “Formulated in the United States with over 50 years of expertise in animal nutrition and carefully adapted for the Indian market by company’s in-house team, this product meets stringent global standards for premium quality and safety. The Indian pet food market is on track to surpass one billion dollars by 2027, with a CAGR of over 25 per cent. This surge is driven by increasing pet adoption, evolving consumer preferences towards high-quality nutrition, and rising disposable incomes among urban households. As we strive to make the pet food industry self-sufficient and domestically robust, we are set to commence exports in the coming months. We are committed to supporting the nation’s efforts in this growing sector."

JS Rama Krishna, Business Head, Growel Pet Nutrition, stated “As the number of pet food brands continues to grow, a noticeable gap remains for high-quality food at affordable price points. Carniwel is the only brand in India that includes ‘Fresh Meat’ and ‘Superfoods’ in its recipes, perfect for both dogs and cats.”

“With this production presence in over 4,000 pet outlets, supported by a robust distribution network spanning over 200 cities and an omnichannel presence, we are ensuring widespread availability of our products,” he further added.