RELIANCE ENTERS PET FOOD MARKET WITH WAGGIES, TRIGGERING MAJOR INDUSTRY SHAKE-UP  

Reliance Consumer Products Limited has launched Waggies, an aggressively priced pet food brand that undercuts major competitors by 20–50%. Targeting tier-2 and semi-urban markets, the company aims for nationwide presence by 2027. With India’s pet care sector set to hit $7 billion by 2028, the move is expected to spark intense price competition.  

Reliance Consumer Products Limited (RCPL) is preparing to make a bold entry into India’s rapidly expanding pet food market with its new brand, Waggies, adopting an aggressive pricing strategy designed to shake up the industry. By undercutting major competitors by 20-50%, RCPL aims to capture a broad consumer base quickly, drawing on the same playbook that fueled the rapid scale of its iconic beverage launch, theCampaCola. The approach reflects both a keen understanding of India’s evolving pet care sector and a willingness to leverage price as a strategic tool to achieve nationwide penetration.

The timing of this launch could not be more strategic. India’s pet care market is currently experiencing exponential growth, with estimates suggesting the sector will double to $7 billion by 2028. This surge is being driven by multiple factors: rising pet ownership, increasing willingness among pet owners to spend on high-quality nutrition, and the growing adoption of premiumisation and subscription-based services that cover pet food, grooming, and healthcare. According to industry data, the number of pets in India jumped from 26 million in 2019 to 32 million in 2024, reflecting broader cultural shifts in urban and semi-urban households, where pets are increasingly considered family members rather than mere companions.

RCPL’s strategy with Waggies is distinctly mass-market oriented. Director T. Krishnakumar emphasized the brand’s commitment to working closely with neighborhood stores and general trade outlets, especially in tier-2 and semi-urban markets that have traditionally been underserved by premium pet food brands. By ensuring that retailers can maintain attractive margins even at competitive prices, RCPL is positioning Waggies not just as an affordable option for pet owners but as a sustainable business proposition for small retailers. The company has set its sights on establishing a national presence by March 2027, indicating a clear timeline for expansion and ambitious market penetration goals.

The aggressive pricing strategy is a calculated risk, designed to disrupt entrenched competitors. Established players such as Pedigree, Purina, Supertails, and Royal Canin have long dominated the Indian market, leveraging brand loyalty, marketing muscle, and premium product lines to capture the middle- and upper-income segments. Emerging startups like Heads Up For Tails and Drools have carved out niches by focusing on direct-to-consumer channels, subscription models, and specialized formulations. Waggies, by contrast, is aiming for scale through affordability and availability, targeting a broader demographic that may have previously found premium options out of reach. The result could be significant price competition, forcing incumbents to rethink pricing, distribution, and marketing strategies to defend market share.

RCPL’s entry is particularly notable for the company’s focus on tier-2 markets. While urban metros have traditionally driven demand for premium pet food, these markets are approaching saturation, and competition is fierce. By concentrating on semi-urban areas and smaller cities, Waggies taps into a largely underexplored segment of pet owners who are price-sensitive but increasingly aspirational in their choice of pet products. Neighborhood stores in these areas often serve as the first point of contact for everyday consumers, making them ideal partners for a mass-market strategy. Ensuring retailer margins at current cost structures is a strategic move to secure loyalty and incentivize stocking of Waggies products alongside other everyday essentials.

The scale of the opportunity in India is significant. Rising pet ownership reflects broader socio-economic trends, including increasing disposable incomes, urbanization, and changing lifestyles. Pets are no longer confined to affluent households; middle-class families in tier-2 cities are embracing pet care as an integral part of lifestyle spending. This has resulted in a parallel growth in services such as veterinary care, grooming, pet insurance, and subscription-based delivery of pet food. The Waggies launch positions RCPL to tap into all these expanding revenue streams by first establishing a strong foothold in the fast-moving consumer goods segment of pet nutrition.

In terms of product positioning, Waggies is likely to emphasize both affordability and quality. While the brand aims to undercut competitors significantly, sustaining product quality is crucial to building long-term trust among pet owners. As T. Krishnakumar notes, the goal is not simply to offer the cheapest alternative but to create a product that balances cost-effectiveness with nutritional value, ensuring pets receive wholesome, safe, and palatable food. This dual focus on affordability and quality will be central to Waggies’ strategy to capture repeat buyers and build brand loyalty over time.

The entry of RCPL with Waggies is poised to trigger a ripple effect across the market. Established brands may respond with promotional pricing, loyalty schemes, or regionalized marketing campaigns, while startups may need to innovate in packaging, product formulation, or digital engagement to differentiate themselves. This competitive dynamic is likely to accelerate overall market growth, benefiting consumers with better choices, wider availability, and more price-sensitive options. Furthermore, by leveraging RCPL’s supply chain expertise, distribution network, and retail relationships, Waggies can achieve rapid scale, which would be challenging for smaller competitors with limited resources.

Another critical aspect of RCPL’s strategy is leveraging lessons from its previous FMCG ventures. The company’s experience in launching theCampaCola, which relied on aggressive pricing and widespread distribution to achieve rapid recognition, provides a roadmap for Waggies. By focusing on a high-volume, low-margin approach initially, RCPL can build brand awareness quickly, achieve penetration in key regions, and gradually cultivate brand equity that supports long-term profitability. This strategy contrasts with the niche, high-margin approach adopted by many existing players in the Indian pet food market.

Beyond pricing, RCPL’s broader vision for Waggies may extend into subscription services, promotional tie-ups, and cross-category marketing that aligns with its larger consumer ecosystem. By embedding Waggies into the daily routines of pet owners and leveraging digital and offline touchpoints, RCPL can create a comprehensive presence in the pet care sector, spanning retail, e-commerce, and service platforms. This multi-pronged approach will be crucial in sustaining growth and ensuring that the brand remains relevant in an increasingly competitive landscape.

In conclusion, the launch of Waggies by Reliance Consumer Products Limited represents a decisive moment for India’s pet food market. With a projected sector growth to $7 billion by 2028, rising pet ownership, and evolving consumer expectations, the timing is opportune. RCPL’s aggressive pricing strategy, focus on tier-2 and semi-urban markets, and commitment to working closely with neighborhood retailers position Waggies as a potential game-changer. Established players and emerging startups alike will need to recalibrate their strategies, while consumers stand to benefit from greater affordability, accessibility, and choice. If executed effectively, Waggies could redefine the contours of pet food retail in India, setting a precedent for scale-driven growth in the sector.

The company’s broader ambitions signal that this is just the beginning. By combining supply chain expertise, retail penetration, and strategic pricing, RCPL is not only entering the market but aiming to shape it. Over the next few years, Waggies may become synonymous with accessible, reliable, and high-quality pet food in India, mirroring the success RCPL has achieved in other FMCG categories. For a sector still in the midst of transformation, this move could accelerate growth, intensify competition, and ultimately redefine how Indian consumers feed and care for their pets.