Drools

Drools is a leading Indian pet food and nutrition brand, recognized for its commitment to providing scientifically formulated, high-quality and nutritious diets for dogs and cats. Operates as a part of the IB Group, a prominent protein business conglomerate in Central India. The company has rapidly scaled to become a dominant force in the Indian pet food industry, boasting a 38% market share by volume and 17% by value as of early 2025.

Core Products and Services of Drools

• Dry and Wet Pet Food: Nutritious meals for dogs and cats across all life stages.

• Prescription & Therapeutic Diets: Specialized formulas for specific health needs, available through vet clinics.

• Pet Treats: Healthy, flavorful treats for training and rewards.

• Grooming & Hygiene Products: Shampoos, conditioners and personal care items for pets.

• Pet Accessories: Toys, feeding bowls and other essential pet care products.

• Exclusive Online SKUs: Special product lines available only on e-commerce platforms.

• International Product Range: Export-oriented pet food and care products for global markets.

Unique Value Proposition

• Scientifically balanced, veterinarian-formulated recipes using premium, responsibly sourced ingredients

• Stringent quality control and in-house manufacturing for consistent product safety and nutrition

• A wide range of prescription and therapeutic diets, including veterinarian-exclusive products (e.g., Vet Pro)

• Strong digital presence and e-commerce leadership, including exclusive SKUs for online channels.

Business Model & Revenue Streams

Drools generates revenue primarily through the direct sale of pet food and related products. Its omnichannel distribution strategy encompasses both online and offline sales, ensuring wide accessibility and market penetration. Its primary revenue sources are:

• Direct Sales: Majority of revenue comes from pet food sales (dogs and cats), both through retail outlets and e-commerce platforms.

• Prescription and Therapeutic Diets: Specialized veterinary diets sold through clinics and prescription channels, including the Vet Pro line.

• Exports: International sales contribute a growing share, with exports to 22+ countries.

• Private Label and Exclusive SKUs: Custom products for specific channels, including e-commerce exclusives and offline-only brands.

• Treats, Grooming and Accessories: Ancillary products complement the core nutrition business.

Customer Segmentation

• B2C: The primary focus is on end consumers—pet parents—across India and international markets

• B2B: Partnerships with veterinary clinics, distributors and retail chains for prescription diets and bulk sales.

Growth Strategy

• Market Expansion: Aggressive growth in domestic retail presence and international exports, with plans to enter new geographies such as Russia, the US and Southeast Asia.

• Product Diversification: Expanding into new product categories (e.g., cat food, treats, grooming) and prescription diets to capture a broader market share.

• Strategic Partnerships: Collaborations with global players (Nestlé S.A., L Catterton) to leverage expertise, capital and distribution networks.

• Technology and Supply Chain: Investment in advanced platforms (SAP, Salesforce) for operational efficiency and data-driven decision-making.

• Brand Building: Celebrity endorsements and educational campaigns to raise awareness about pet nutrition and drive category growth.