Growel Group launches ‘Carniwel’ to enter India’s expanding pet food market with premium, affordable offerings – Brand Wagon News

The Growel Group, a veteran in aquaculture feeds, healthcare, and seafood processing, has officially entered the competitive Indian pet food sector with the launch of its new brand, ‘Carniwel.’ Known for its stronghold in aquaculture since 1994, the company’s diversification into pet nutrition signifies a strategic pivot as the pet care industry in India continues to witness rapid growth, valued at Rs 8,000 crore and expected to reach a trillion dollars in the near future.

The rise in pet ownership post-COVID-19 has fueled an evolution in pet parenting. Pet owners are increasingly conscious of the dietary and health needs of their pets, which has translated into growing demand for premium, nutritious pet food options. Recognising this shift, Growel Group has positioned Carniwel to offer high-quality, affordable nutrition without compromising on premium standards.

A new approach to pet nutrition

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Carniwel aims to stand out in the pet food market by providing a range of vegetarian options alongside traditional meat-based products. Catering to the needs of Indian pet owners—30% of whom adhere to vegetarian diets—Carniwel’s product line includes superfood-enriched offerings tailored to different breeds and life stages. The brand offers formulas for puppies, kittens, adult pets, and even senior animals, making it a versatile choice across pet demographics.

“We’re committed to making pet nutrition accessible and affordable without compromising on quality. Pets are like family, and we want to support pet parents in giving them the best care possible,” J.S. Rama Krishna, Business Head at Growel Pet Nutrition told BrandWagon Online. He emphasised that the company’s focus is on creating a product that excels in quality, trusting that word of mouth and positive customer experiences will drive sales rather than relying heavily on celebrity endorsements.

Filling a gap in the market: Vegetarian pet food

One of Carniwel’s unique selling points is its wide range of vegetarian pet food, a rarity in the Indian market. As Krishna noted, “Recognising the dietary preferences of Indian households, we have introduced an extensive range of vegetarian pet food made with high-quality, nutritious ingredients. Our vegetarian offerings are crafted to provide a complete and balanced diet for pets, fulfilling their nutritional needs while staying true to Indian dietary preferences.”

This focus on diversity is reflected in the brand’s superfood-enriched vegetarian options for small and large breeds alike. The vegetarian range includes ingredients such as grains and vegetables rich in essential nutrients for pets. While meat-based options remain part of the portfolio, Carniwel’s emphasis on vegetarian nutrition opens a new avenue for pet owners looking for alternative, high-quality food for their pets.

 Premium quality at mid-premium prices

Though positioned as a premium brand, Carniwel is strategically priced to appeal to a broader audience. Premium pet food brands in India often retail for Rs 700 or more per kilogram. Carniwel aims to offer comparable quality at a lower price point, creating an opportunity for pet owners to switch to a more affordable yet equally nutritious option. “Our goal is simple: You don’t need to spend Rs 800 for premium pet food. Try our product at a lower price point, and if you like it, it’s a win,” said Krishna.

M.S.R. Karthik, part of the Promoter Group at Growel, reiterated this sentiment, comparing the pet food industry to the soap market, where body wash emerged as a superior alternative to bar soaps, eventually gaining market share. “The pet food market is growing rapidly, and there’s room for everyone. If your product is good, the market will reward you,” he said. Karthik further highlighted the potential of the pet food market, noting that the COVID-19 pandemic underscored the importance of pets, leading to a significant uptick in demand for better-quality pet products.

Targeting niche markets with strategic distribution

In terms of distribution, Growel Group has adopted a multi-channel approach, beginning with specialty pet shops (SPTs) and then expanding into modern trade. The company has a dedicated team focusing on online sales, with plans to scale up operations quickly. Currently, Carniwel products are listed on platforms like Amazon, PetTree, and SuperTails, with discussions underway to partner with other quick commerce platforms.

“We’re beefing up our online presence by recruiting a dedicated head for the e-commerce division. Our plan is to start strong in one market, build a playbook, and then scale up,” Krishna explained.

Carniwel’s strategy includes leveraging niche opportunities in modern trade. Notably, many Gujarati-owned supermarkets refrain from selling meat products, giving Carniwel’s vegetarian pet food a competitive edge in these stores.

 Influencer marketing over celebrity endorsements

Rather than relying on celebrities to promote the brand, Growel Group is focusing on influencers, particularly pet parents with authentic connections to their pets. Krishna believes that influencers offer a more personalised approach to engaging with pet owners. “While celebrities offer perceived leverage, influencers can be more effective because they speak directly to niche audiences. We’re making influencers our partners and understanding their unique requirements,” Krishna said.

This influencer-driven strategy will be coupled with a robust digital marketing campaign that includes Meta performance marketing, programmatic advertising, and targeted ads on YouTube and Meta platforms. Though television advertising still holds value, Growel Group believes that digital platforms will provide a more direct and impactful connection with consumers.

Sampling campaign and product trials

To boost brand awareness, Carniwel is investing heavily in product sampling, with plans to distribute between 1 to 2 million sample packs by the end of 2025. These packs—50 grams for dogs and 30 grams for cats—are being distributed through traditional distributor channels, as well as via e-commerce and quick commerce platforms. 

Krishna added, “Sampling is key to getting pet parents to try our product. It’s about building trust and demonstrating the quality of our offerings.”

A competitive edge through fresh ingredients

Another key differentiator for Carniwel is its use of fresh ingredients, particularly fresh meat, which is uncommon among many pet food brands in India. With its background in the aquaculture industry, Growel Group brings expertise in handling ingredients like shrimp, fish, and krill, which feature prominently in its cat food offerings. The use of real, fresh meat in its products adds significant health benefits for pets, including improved digestion and coat health, according to the company.

Conclusion

Growel Group’s foray into the pet food sector with Carniwel marks a significant move into a rapidly expanding market. With its focus on premium quality at accessible prices, vegetarian offerings, and a targeted influencer marketing strategy, Carniwel aims to establish itself as a strong contender in the Indian pet food landscape. As the company continues to expand its distribution and refine its product offerings, the launch of Carniwel represents a promising step forward in the evolution of pet care in India.

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