he world of pet food has seen a lot of action over the last four years. Much of it has involved two multinational companies better known until now for their preoccupation with foods aimed at human beings. Nestl� was in the news in 2001 for acquiring pet food maker Ralston Purina. In the following year, its rival Mars Incorporated came back strongly by taking over Royal Canin.

Some of the aggression which involves moving into new geographies has displayed itself in India too where the pet food business in India is being transformed, even if slowly. Three years ago, Mars' dog food brand, Pedigree, made its way into India through Effem India, its wholly owned subsidiary. Sold in six continents and in over 50 markets, Pedigree is the biggest dog food brand. In its three years in India, Pedigree has already made a mark in a near-dead product category that is now growing at the rate of 30 per cent per annum. The company claims to have a 70 per cent share in the branded dog food market.... more